Социални медии и предпочитания към бранда
Social Media and Brand Preferences

Summary/Abstract: This article shows the results of a study concerning the social media role with regard to the consumer preferences to the brand. All data are summarized in an extract of 614 respondents between 19 and 62 years old. The results of the analyses performed show that the social media use plays the role of a significant predictor of brand preferences with all three studied brands. The user generated content influences to greatest extent the consumer preferences with the brands Coca-Cola and Nike, as opposed to the company generated content, which has a stronger effect only with the Philips brand. There are observed significant differences in the brand preferences, too, depending on time, spent on social media.

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