Buyer Persona: Usefulness of the Method in Social Media
Advertising

D 2021

Buyer Persona: Usefulness of the Method in Social Media Advertising

KLEPEK, Martin a Jana MAJEROVÁ

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

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"

Odkazy

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

Změněno: 3. 3. 2023 14:44, doc. Ing. Martin Klepek, Ph.D.

Anotace

V originále

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.

Citovat

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.

@inproceedings{51301,
   author = {Klepek, Martin and Majerová, Jana},
   address = {Karviná},
   booktitle = {3 rd International conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2021},
   editor = {DUHÁČEK ŠEBESTOVÁ, J., ŠPERKA, R., SUCHÁNEK, P., ČEMERKOVÁ, Š., RYLKOVÁ, Ž., MATUŠÍNSKÁ, K., BAUEROVÁ, R., MAZUREK, J., DOLÁK, R},
   keywords = {buyer persona; customer profile; marketing communication; marketing research; social media},
   howpublished = {elektronická verze "online"},
   language = {eng},
   location = {Karviná},
   isbn = {978-80-7510-456-4},
   pages = {275-282},
   publisher = {Silesian University in Opava, School of Business Administration in Karviná},
   title = {Buyer Persona: Usefulness of the Method in Social Media Advertising},
   url = {https://demsme.opf.slu.cz/images/DEMSME_2021_Proceedings.pdf},
   year = {2021}
}

TY  - JOUR
ID  - 51301
AU  - Klepek, Martin - Majerová, Jana
PY  - 2021
TI  - Buyer Persona: Usefulness of the Method in Social Media Advertising
PB  - Silesian University in Opava, School of Business Administration in Karviná
CY  - Karviná
SN  - 9788075104564
KW  - buyer persona
KW  - customer profile
KW  - marketing communication
KW  - marketing research
KW  - social media
UR  - https://demsme.opf.slu.cz/images/DEMSME_2021_Proceedings.pdf
N2  - 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.
ER  -

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. \textit{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.

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