KLEPEK, Martin and 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, p. 275-282. ISBN 978-80-7510-456-4. |
Other formats:
BibTeX
LaTeX
RIS
@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 and 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, p.~275-282. ISBN~978-80-7510-456-4.
|