Stimuli of global social networks and their influence on users’ shopping behavior

Czech University of Life Sciences in Prague, Faculty of Economics and Management, Kamýcká 959, 165 00 Prague, Czechia

^* Corresponding author: rict@pef.czu.cz

Abstract

Research background: The paper addresses the business potential of social networks and the impact of incentives on the purchase behaviour of consumers. Social networks are the fastest growing marketing tool in the world with more than 4 billion users worldwide. These global platforms offer new tools, encourage interactivity, and allow consumers to participate in product marketing thanks to sharing their own content.

Purpose of the article: The aim of the paper is a series of recommendations for small and micro businesses with a global audience. These recommendations are focused on the right choice of the marketing mix on social networks in order to optimize communication and sales activities.

Methods: The paper is based on a qualitative methods of focus groups and semi-structured interviews in order to characterize the perception of marketing incentives by users of these networks. The respondents of the research are users aged 18-25, which is also the most numerous group of active participants in social commerce.

Findings & Value added: The most significant incentives influencing customers' shopping behavior on social networks include interactivity (communicating with friends, commenting, and liking), content quality, content personalization, technological simplification of purchasing and reducing the number of steps required to purchase. An important component entering the decision-making process is social and ethical marketing, which is more transparent than ever.