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- Title
The Adoption of Internet Media as Marketing Innovations in Serbia.
- Authors
Perčić, Karolina; Perić, Nenad; Kutlača, Đuro
- Abstract
Research Question: The adoption of Internet media of direct marketing by consumers in the Republic of Serbia as marketing innovations, both in terms of communication between advertisers and consumers as well as contemporary purchasing methods, has been presented in this paper. Motivation: The research in the field of marketing innovations mainly relates to their application by the organizations, and if there is any research on this topic from the perspective of consumers, it is not sufficiently detailed and useful to be of importance for the formulation of marketing strategies in the field of internet marketing. Idea: The methodological approach to studying this topic involves the application of a descriptive-analytical method in order to explain marketing innovations and diffusion of knowledge and technologies in internet marketing. Data: Empirical research has been performed in the period June-July 2017 on the territory of the Republic of Serbia by using the questionnaire survey method. The target group are consumers aged 15 to 64, in order to examine what their habits and preferences regarding the use of the Internet as direct marketing media are, including the frequency of using the Internet as direct marketing media, and especially social networks, for obtaining information on products/services, companies and ordering/purchasing via the Internet. The sample is stratified and it consists of 1,532 respondents. Tools: When processing data and interpreting the results, SPSS was used. Findings: It has been concluded that there is a statistically significant correlation between the consumer's age and the frequency of visiting social networks and following pages that users of these networks like. The number of consumers in Serbia who buy online is increasing from year to year and thus companies need to focus on Internet marketing. Contribution: This paper expands the existing research related to the adoption of Internet media in Serbia, especially focusing on the social networks that were not including in previous researches. The contribution of the conducted research is also in terms of the innovativeness of the consumers in Serbia.
- Subjects
SERBIA; INTERNET marketing; DIRECT e-marketing; DIFFUSION of innovations; TECHNOLOGY transfer; MARKETING research; DIGITAL media
- Publication
Management: Journal of Sustainable Business & Management Solutions in Emerging Economies, 2019, Vol 24, Issue 2, p37
- ISSN
1820-0222
- Publication type
Article
- DOI
10.7595/management.fon.2018.0032