Uticaj društvenih mreža na lojalnost potrošača u periodima kriznih promena

Abstract

In the changing market conditions characterized by intense competition, consumer loyalty is a key success factor. The aim of the research presented in this paper is to determine how social networks in periods of crisis change or affect the building of consumer loyalty, in terms of interactive communication aimed at recognizing and integrating consumer needs into the business offer of companies. The empirical research was used in the paper, based on appropriate research methods and techniques. For the purposes of the research primary data was collected using the survey method and the questionnaire technique. Based on the relevant measurement scales in the domain of social networks and consumer loyalty, the selected findings correspond to the current conditions of crisis changes, especially in the period of the COVID-19 pandemic. Statements used in the research process were taken and adapted from similar studies by the authors. The research process was carried out electronically, as the questionnaire was created in electronic form and distributed to respondents through social and communication media. During data processing, statistical methods such as descriptive statistical analysis, internal consistency test, correlation, and regression were used. The results of the analysis show that consumers expressed loyalty to companies using social networks in periods of changes caused by crisis, particularly during the virus pandemic.