The influence of the social network on respondents’ attitude to mobile marketing

• Main Author: Monika Březinová
• Format: Article
• Language: English
• Published: Institute of Technology and Business, České Budějovice 2011-01-01
• Series: Littera Scripta
• Subjects: social network; mobile marketing
• Online Access: http://www.littera-scripta.com/the-influence-of-the-social-network-on-respondents-attitude-to-mobile-marketing/

The article deals with the influence of on-line social networks on the respondents’ attitude to Mobile marketing. The influence of social networks on the respondents’ behaviour in the off-line world and their attitude to the tools of the marketing communication are one of the most frequently discussed topics these days. According to the consumers’ behaviour in the internet area the marketers are trying to predict their behaviour even in the real world and on this basis they offer not only the relevant products but also the media with the help of which communication campaigns are made. They suppose that the response to relevant products or media will be higher than with commonly used campaigns or media. The consumers’ behaviour in social networks and their influence on their attitude to the Mobile marketing are the main topics of this article. The data for this research were collected by the Google documents application from November 2010 to March 2011. The total number of respondents is 476.