Marketing a obchod
THE IMPACT OF SOCIAL MEDIA ON SALES PROMOTION IN ENTERTAINMENT COMPANIES
Due to the improvement of technologies and increasing number of internet users, more companies choose social networks to promote sales of goods and services, increase recognition and visibility and communication with potential clients in real time online. At the moment, internet marketing is considered one of the most powerful marketing tools, because it unites the biggest number of users and has the means to implement different aims of the companies. The quickly increased popularity of social networks and social commerce are considered the third revolution of communication that provides freedom for companies to communicate with target audience, regardless of place and time (Stoian et al., 2018; Pavlovaite & Gresiene, 2019; Zhou et al., 2013; Zhang et al., 2020). Thus, the impact of internet and marketing tools, in a general sense, is a phenomenon that is highly significant in the business world and is developing quickly.
Jméno a příjmení autora:
Dalia Štreimikienė, Asta Mikalauskienė, Urtė Sturienė, Grigorios L. Kyriakopoulos
Social media, internet marketing, sales, entertainment sector
DOI (& full text):
Social networks including various social media are one of the main online marketing tools that help to achieve marketing aims of the company. Most of social media overlap and have more than one…více
Social networks including various social media are one of the main online marketing tools that help to achieve marketing aims of the company. Most of social media overlap and have more than one characteristic, aim or purpose. It should be noted that interaction, user-friendliness, openness, freedom and real time are the main features of all social media. When starting to discuss sales promotion of a company on social media, the concept of social commerce becomes inevitable. Taking into account current trend of expansion of internet marketing because it unites the biggest number of users and has the means to implement different aims of the companies, it is necessary explore the impact of social media on sales growth in specific sectors. The paper analyses the impact of social media for sales promotion in entertainment sector. During the quantitative research, 385 respondents were surveyed. The questionnaire of the quantitative research has been prepared based on the marketing communication model for social media used by entertainment companies. The questionnaire included closed type of questions, most of them are provided in Likert scale. The empirical study found that elements (promotion of sales increase; brand strengthening), maintaining connections with present and potential company’s clients that are used by the entertainment companies on social media help to promote sales with users’ engagement. Regular communication of entertainment companies on social media has a positive impact on sales, because users tend to follow such type of accounts actively. The study emphasised the main elements to be applied by the entertainment companies using social media. Therefore, the regular communication and use of influencers are highly recommended for sales promotion of companies. It is also important to stress that companies are advised to communicate regularly, as regularity in communication is one of the most important drivers of sales promotion.
Marketing a obchod