The influence of social networks on consumer relations and the formation of customer habits and choices

Abstract

The main goal of this research was to examine the
connection between the respondents' opinions on the impact of social
networks on the formation and improvement of consumer relations
and the buying process itself. For statistical data processing,
descriptive statistics methods have been applied. The most significant
results of the research indicated that almost one half of the total
number of respondents believe that social networks are a suitable way to create and maintain the relationship between consumers and
organisations. Slightly more than half of the total number of
respondents agree that social networks contribute to brand visibility
and enable monitoring of new offers. Only one-fifth of the total
number of respondents stated that they like to purchase through social
networks, while every third respondent stated that social networks do
not enable the better and easier purchase of products and services
compared to more traditional ways.