Abstract
In today's world, social media is already a full-fledged part of the marketing mix. Their growth has been huge in recent years. Our paper seeks to analyze the metrics that make up social media engagement and their relationship with consumer’s purchase intentions. The variables examined in our study were the number of likes, comments, shares, followers, and respondents' purchase intentions. Data for this study were collected via the CAWI - computer assisted web interviewing method. The dataset consisted of 372 respondents. In the study, we analyzed the degree of correlation for the four established hypotheses. The results indicate the statistical significance of the examined relationships for all selected social media exposure metrics. These findings were presented in the context of existing research with an aim to expand current knowledge in this area. The results support the perceived importance of these variables in the purchasing process while proving important for e-commerce and s-commerce.
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Acknowledgement
This paper is one of the partial outputs under the scientific research grant VEGA 1/0694/20 - Relational marketing research - perception of e-commerce aspects and its impact on purchasing behaviour and consumer preferences and VEGA 1/0609/19 - Research on the development of electronic and mobile commerce in the aspect of the impact of modern technologies and mobile communication platforms on consumer behaviour and consumer preferences.
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Nastišin, L., Fedorko, R. (2021). Metrics of Engagement on Social Networks and Their Relationship to the Customer's Decision-Making Process Under e-Commerce Conditions. In: Martínez-López, F.J., López López, D. (eds) Advances in Digital Marketing and eCommerce. DMEC 2021. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-76520-0_8
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