Evaluating Social Media Marketing

Sanak-Kosmowska, Katarzyna

doi:10.4324/9781003128052

Cited by 5 publications

(5 citation statements)

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“…However, needs do not always directly affect behaviors and buying decisions. As G. Katona claims, needs result from negative attitudes (Katona, 1960), latent attitudes (Maison, 2004), social proof (Sanak-Kosmowska, 2021) or the occurrence of other external factors. Russia's aggression on Ukraine is an example of a significant factor influencing consumer attitudes.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Differentiation of Polish and Ukrainian consumers' attitudes to Russian brands and international brands remaining on the Russian market

Reshetnikova,

Sanak-Kosmowska,

Wiktor

2024

CEMJ

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PurposeThe purpose of this paper was identification and empirical assessment of the differentiation of consumers' attitudes in Ukraine and Poland to Russian brands and other brands offered on the Russian market after Russia’s aggression against Ukraine on February 24, 2022.Design/methodology/approachThe main research methods include a systematic literature review and the authors' own surveys conducted in November 2022. The research sample comprised 950 consumers – 67% of them were Poles, 30% – Ukrainians and 3% from other countries.FindingsA respondents' country (Poland and Ukraine) does not impact attitudes to brands offered on the Russian market after Russia's invasion of Ukraine on February 24, 2022. Moreover, it does not affect and differentiate emotional engagement in the conflict and assistance to war victims. Cluster analysis resulted in identifying two groups on the basis of consumers' declared emotional reactions to the war. The first group was smaller (N = 353, 37.2%), referred to as “indifferent consumers”, and was characterized by a greater inclination to purchase brands offered in Russia. The other cluster, referred to as “sensitive consumers” (N = 597, 62.8%), comprises those engaged in offering assistance to war victims, showing strong emotions in connection with the aggression and military activities and characterized by a clearly negative attitude to Russian and other offered brands and an inclination to boycott these brands.Research limitations/implicationsA short time horizon, the study confined to two countries, difficulties in reaching Ukrainian respondents due to power failures in Ukraine in the period of conducting the survey (November 2022), a non-representative research sample – overrepresentation of people aged 18–25 years.Practical implicationsThe research study contributes to the knowledge about consumer brand attitudes and preferences under unique social, economic and market conditions. These conditions were created by Russia's invasion of Ukraine in 2022, as well as the international and global character of the war in Ukraine. The significant implications of the study refer to brand communication policies and companies' CSR-related declarations. A number of consumers' errors were recorded, resulting from wrong brand retrieval, which were rectified at a later stage as a result of international restrictions imposed on Russia, harsh media criticism and social international embargoes imposed on brands offered in Russia. The marketing communication of contemporary global brands should give consideration to the informative function of CSR activities, and the communication process should be continuous. Critical attitudes and an inclination to boycott brands point to the possible consequences faced by inconsistent and ethically doubtful brand policies. This implication is clearly confirmed by the results of the study.Social implicationsThe authors also wish to highlight the implications for practice and society. As mentioned earlier, Polish consumers involved in providing aid to victims of the war also expressed their opposition to the war by boycotting Russian products and international brands remaining in Russia. Popularization of the research results obtained by the authors can be a form of sensitizing the public to the need for long-term relief, awakening global awareness of the essence and importance of sanctions imposed on Russia, as well as the possibility of expressing opposition through individual purchasing decisions and boycotting brands still present in Russia.Originality/valueThe study allowed for identifying consumers' differentiated brand attitudes in two countries: a country inflicted by war (Ukraine) and a front-line country, strongly supporting Ukraine (Poland). The research contributes to consumer behavior theories and studies of consumer attitudes and preferences from the perspective of international corporations' CSR activities under the unique conditions of war. Also, it contributes to the knowledge of the mechanism of forming attitudes to Russian and international brands offered in Russia among CEE consumers.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Differentiation of Polish and Ukrainian consumers' attitudes to Russian brands and international brands remaining on the Russian market

Reshetnikova,

Sanak-Kosmowska,

Wiktor

2024

CEMJ

Self Cite

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“…This strategy can enhance the perceived relevance and importance of their products or services, thereby increasing the likelihood that potential customers will engage in goal-oriented browsing behavior to learn more. Thirdly, the significant positive relationship between peer influence and persuasion efficacy suggests that marketers should incorporate social proof or other forms of social influence in their marketing messages (Zarouali et al 2018, Sanak-Kosmowska, 2021. This approach can bolster the perceived credibility and trustworthiness of their products or services, ultimately increasing persuasion efficacy and the likelihood of conversion.…”

Section: Hypothesis Testingmentioning

confidence: 99%

Empirical Effects of Price, User Experience, and Peer Influence on Goal-Oriented Browsing in Indonesian Online Food Shopping

Rachbini

2024

jabm

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“…A., & Saat, R. M. 2017;Awotunde, J. B., & Jimoh, R. G. 2019;Naeem, M. 2021;Sanak-Kosmowska, 2021). In these media users are constantly exposed to the opinions and behavior of others.…”

Section: The Role Of Social Proof In Making Consumer Decisions On Fac...mentioning

confidence: 99%

“…Therefore social media play a key role in businesses marketing communications. Companies use them to achieve various communication goals, mainly of a longterm nature, such as building customer loyalty and satisfaction, maintaining constant and direct contact with clients, constantly informing them about a change in the offer, creating a positive image of the company or implementing the concept of socially responsible marketing (see Smith, Wollan & Zhou, 2011;Mergel, 2013;Klososky 2011;Thomas & Barlow, 2011). This is because these communication channels are gaining popularity around the world.…”

Section: The Role Of Social Proof In Making Consumer Decisions On Fac...mentioning

confidence: 99%

Facebook moms help! What to buy for teething? The impact of social proof on consumer decisions of young mothers

Lupa-Wójcik

2023

ECSM

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Young mothers often look for solutions to problems related to childcare in groups associating other mothers on Facebook. One can find there not only numerous advice on, among others, nutrition, care or even treatment of infants, but also learn about various consumer trends. The aim of the article is to determine the role of social proof on groups of young mothers on Facebook in making consumer decisions. The research method used was the content analysis on a selected Polish group for young mothers on Facebook. It was hypothesized that social proof on Facebook groups is important in making consumer decisions of young mothers regarding their children. This applies to all products intended for young children, from care products, food products, toys, accessories for children, to medicinal products. Young mothers are often influenced by the prevailing trends and opinions of other members of the group for young mothers, who may be real mothers or – which one may not be aware of - representatives of various brands.

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Evaluating Social Media Marketing

Cited by 5 publications

References 0 publications

Differentiation of Polish and Ukrainian consumers' attitudes to Russian brands and international brands remaining on the Russian market

Differentiation of Polish and Ukrainian consumers' attitudes to Russian brands and international brands remaining on the Russian market

Empirical Effects of Price, User Experience, and Peer Influence on Goal-Oriented Browsing in Indonesian Online Food Shopping

Facebook moms help! What to buy for teething? The impact of social proof on consumer decisions of young mothers

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