KLEPEK, Martin a Jana MAJEROVÁ. Buyer Persona: Usefulness of the Method in Social Media Advertising. Online. In DUHÁČEK ŠEBESTOVÁ, J., ŠPERKA, R., SUCHÁNEK, P., ČEMERKOVÁ, Š., RYLKOVÁ, Ž., MATUŠÍNSKÁ, K., BAUEROVÁ, R., MAZUREK, J., DOLÁK, R. 3 rd International conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2021. Karviná: Silesian University in Opava, School of Business Administration in Karviná, 2021, s. 275-282. ISBN 978-80-7510-456-4.
Další formáty:   BibTeX LaTeX RIS
Základní údaje
Originální název Buyer Persona: Usefulness of the Method in Social Media Advertising
Autoři KLEPEK, Martin (203 Česká republika, garant, domácí) a Jana MAJEROVÁ (703 Slovensko).
Vydání Karviná, 3 rd International conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2021, od s. 275-282, 8 s. 2021.
Nakladatel Silesian University in Opava, School of Business Administration in Karviná
Další údaje
Originální jazyk angličtina
Typ výsledku Stať ve sborníku
Obor 50204 Business and management
Stát vydavatele Česká republika
Utajení není předmětem státního či obchodního tajemství
Forma vydání elektronická verze "online"
WWW URL
Kód RIV RIV/47813059:19520/21:A0000297
Organizační jednotka Obchodně podnikatelská fakulta v Karviné
ISBN 978-80-7510-456-4
Klíčová slova anglicky buyer persona; customer profile; marketing communication; marketing research; social media
Příznaky Mezinárodní význam, Recenzováno
Změnil Změnil: doc. Ing. Martin Klepek, Ph.D., učo 21606. Změněno: 3. 3. 2023 14:44.
Anotace
Despite the growing popularity of buyer persona as a tool in marketing practice, very little empirical research has been conducted in pursuit to assess its effectiveness. In this study, an experiment was designed to answer the research question about the value of the method in the domain of social network advertising. Thus, the main goal is to explain the chain of relations between buyer persona training and consequent use in advertising process with impact on final advertising performance. Six student teams were assigned with a task to create an advertisement on social network Facebook and Instagram for three brands. Half of the students participated in a buyer persona training with an experienced lecturer. Later they used the persona framework for creating ads which were then distributed via social network advertising system. Results showed that there is not enough statistical evidence to prove the buyer persona training do enable teams to generate ads which perform better in real advertising performance. In conclusion, the method value and usefulness in marketing communication is still yet to be discovered and validated. Results are valuable for all SME using social media advertising.
VytisknoutZobrazeno: 2. 5. 2024 21:16