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.
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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
Original language English
Type of outcome Proceedings paper
Field of Study 50204 Business and management
Country of publisher Czech Republic
Confidentiality degree is not subject to a state or trade secret
Publication form electronic version available online
WWW 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
Tags International impact, Reviewed
Changed by Changed by: doc. Ing. Martin Klepek, Ph.D., učo 21606. Changed: 3/3/2023 14:44.
Abstract
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.
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