Social Media Marketing in Comparison With Other Forms of Marketing in the Slovak Banking Sector

Abstract

Purpose -Social media have become an important marketing tool in recent years, used for marketing purposes by Slovak banks besides other forms of communication. A comparison of social media marketing perception by banks' customers on the Slovak market with other forms of marketing, examined across age groups, will be the main aim of this paper.Design/Methodology/Approach -This investigation was conducted using a questionnaire survey with self-assessment statements, rated on a fi ve-point Likert scale to compare the perception of items infl uencing the decision whether to use a bank or its services. The results were presented using descriptive statistics, z-scores, top two box scores, the Kruskal-Wallis test, the Mann-Whitney test, and Pearson's correlation.Findings and implications -A relatively low level of perceived infl uence of social media marketing compared to those in other forms of marketing was detected in the process of decision-making about the adoption of a bank and its services. Higher levels of perceived infl uence were detected mainly in younger groups of respondents.Limitations -These results give only a basic overview of the customer perception of social media marketing in Sažetak Svrha -Društveni su mediji postali važan marketinški alat tijekom posljednjih godina. Slovačke ga banke također koriste u marketinške svrhe uz druge oblike komunikacije. Glavni je cilj rada usporedba percepcija marketinga na društvenim medijima s percepcijama drugih oblika marketinga od strane korisnika bankarskih usluga različitih dobnih skupina na tržištu Slovačke.Metodološki pristup -Istraživanje je provedeno anketiranjem uz korištenje upitnika sa samoprocjenjujućim izjavama, s Likertovom ljestvicom od pet stupnjeva, korištenom za usporedbu percepcija čimbenika koji utječu na odluku o korištenju banke ili njezinih usluga. Rezultati su prikazani korištenjem deskriptivne statistike, z-vrijednosti, Kruskal-Wallisovim testom, Mann-Whitneyjevim testom i Pearsonovim koefi cijentom korelacije.Rezultati i implikacije -Otkrivena je relativno niska razina percipiranog utjecaja marketinga na društvenim medijima kao i drugih oblika marketinga u procesu odlučivanja o prihvaćanju banke i njezinih usluga. Viša razina percipiranog utjecaja otkrivena je uglavnom kod mlađih grupa ispitanika.Ograničenja -Rezultati daju samo osnovni pregled percepcija korisnika o marketingu na društvenim medijima Originality -The investigation of the clients' social media marketing perception and its comparison with the perception of other marketing forms used in the Slovak banking market, including age-related diff erences, has not been conducted before.Keywords -social media, social media marketing, banking, perception, comparison u usporedbi s percepcijama drugih oblika marketinga na slovačkom bankarskom tržištu. Potrebno je istražiti dublje odnose između različitih oblika marketinga i njihove percepcije. Rezultati se ne mogu poopćavati uslijed ograničene veličine uzorka. Doprinos -Istraživanje percepcija korisnika o marketingu na društvenim...

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