Buyer Persona: Usefulness of the Method in Social Media
Advertising

D 2021

Buyer Persona: Usefulness of the Method in Social Media Advertising

KLEPEK, Martin and Jana MAJEROVÁ

Basic information

Original name

Buyer Persona: Usefulness of the Method in Social Media Advertising

Authors

KLEPEK, Martin (203 Czech Republic, guarantor, belonging to the institution) and Jana MAJEROVÁ (703 Slovakia)

Edition

Karviná, 3 rd International conference on Decision making for Small and Medium-Sized Enterprises DEMSME 2021, p. 275-282, 8 pp. 2021

Publisher

Silesian University in Opava, School of Business Administration in Karviná

Other information

Language

English

Type of outcome

Stať ve sborníku

Field of Study

50204 Business and management

Country of publisher

Czech Republic

Confidentiality degree

není předmětem státního či obchodního tajemství

Publication form

electronic version available online

References:

URL

RIV identification code

RIV/47813059:19520/21:A0000297

Organization unit

School of Business Administration in Karvina

ISBN

978-80-7510-456-4

Keywords in English

buyer persona; customer profile; marketing communication; marketing research; social media

Abstract

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 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.

@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.

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