The impact of social media advertisements on customers in Hungary

Kiss Alexandra (2023) The impact of social media advertisements on customers in Hungary. Külkereskedelmi Kar.

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Absztrakt (kivonat)

<p dir="ltr" style="text-align:left;"></p><p><span lang="en-gb" xml:lang="en-gb">This research concentrates on finding out whether Hungarian customers are influenced by the excessive advertising on social media. The research methodology was a primary quantitative research with the help of a questionnaire, but the result was not representative due to the huge population and a relatively small sample compared to it. Data from secondary sources also can be found in the research although it was mainly used for creating an overview of the topic and set the stage to be able to present the hearth of the research. </span></p> <p><span lang="en-gb" xml:lang="en-gb">The research objectives include the introduction of the main features of social media in general and for the five main platforms that were the basis for my questionnaire.</span></p> <p><span lang="en-gb" xml:lang="en-gb">The results clearly showed that Facebook is the most used app on the other hand the competition between Facebook and YouTube is close there is only a small difference. I was able to discover a pattern regarding YouTube which is in connection with its advertising strategy. Based on the answers I got for my questionnaire YouTube has earned three “titles” which are for the most ads, the most annoying ads, and the visibility of Rossmann’s ads. But for YouTube it is not something to celebrate, they need to work on its features. However, YouTube has a subscription for those who are willing to pay a certain amount of money to avoid advertisements.<i></i></span></p> <p><span lang="en-gb" xml:lang="en-gb">My research gave back the result that most people follow influencers on social media but only less than a third of them was willing to believe that the influencers are just like any other businessman or salesperson in shops. Among those who have not tried to make a purchase there are a significant amount of people who are unsure about the whole influencer marketing. I would like to emphasise that, in my opinion, working with uncertain people have better chances to be able to influence and guide them in the direction of certainty than it would have with a pessimistic group of people. </span></p> <p><span lang="en-gb" xml:lang="en-gb">All in all, from this research it is clear most people are only starting to open up and get used to the new technologies and a way of thinking which is new for the world. The success of these innovations takes time and willpower to be able to get the best out of these innovations but as every innovation these also have drawbacks like the decreased quantity and quality of social interactions.</span></p><br><p></p>

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Társadalomtudományi Módszertan Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Nemzetközi gazdálkodás

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	advertisement, facebook, Hungary, influencers, Instagram, Social media, Tiktok, Twitter, youtube
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2023. Szep. 07. 14:31
Utolsó módosítás:	2023. Szep. 07. 14:31
URI:	http://dolgozattar.uni-bge.hu/id/eprint/47472

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