Beliefs, attitudes, and behaviour towards marketing communication on social networks - the case of Central and Eastern European country

Abstract

The article deals with users' beliefs, attitudes and behaviour towards marketing communication on social networks. The main novelty in comparison with previous studies is the inclusion of belief factor 'good for individual'. The results show that users' beliefs about factors 'information', 'entertainment' 'good for individual' and 'good for economy' have positive impacts on users' attitudes towards marketing communication on social networks, while users' beliefs about factors 'materialism', 'falsity/non-sense' and 'value corruption' have negative impact on users' attitudes towards marketing communication on social networks. Level of users' education has negative impact on both, users' attitudes and behaviour towards marketing communication on social networks, while users' gender has impact only on their attitudes towards marketing communication on social networks. Based on the results of the research, authors created a generally applicable model of users' beliefs, attitudes and behaviour towards marketing communication on social networks.