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

Milijanka C. Ratkovic; Nenad Vujic; Dejan T. Ilic; Dragan D. Milosevic

doi:10.62907/eemr220102001r

Authors

Milijanka C. Ratkovic Union Nikola Tesla University, Faculty of Sport. 11000 Belgrade, Serbia Author https://orcid.org/0000-0001-7946-354X
Nenad Vujic Economics Institute, 11000 Belgrade Author https://orcid.org/0000-0002-6716-4056
Dejan T. Ilic Union Nikola Tesla University, Faculty of Business Studies and Law, 11000 Belgrade, Serbia Author https://orcid.org/0000-0001-8966-9955
Dragan D. Milosevic Union Nikola Tesla University, Faculty of Management, 21205 Sremski Karlovci, Srbija Author https://orcid.org/0000-0002-5979-2562

DOI:

https://doi.org/10.62907/eemr220102001r

Keywords:

social networks, social CRM, brand visibility, monitoring of new offers, purchase of products and services

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.

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