Social Media, Corporate Website and its Impact on Consumer Purchasing Decisions
Social Media, Corporate Website and its Impact on Consumer Purchasing Decisions

Summary/Abstract: Successful marketing communication is rooted in the knowledge of customers, competitors, colleagues and the ability of a business entity to generate profit. Marketing innovations directly related to the modern-day phenomenon – the Internet. The article deals with the Internet marketing and the selected social media from the point of view of consumers living in the region of Eastern Slovakia. The aim of the research is to analyse the existence of differences in the impact of advertising on the basis of the consumer's family and to determine the credibility of the website and its presentation on Facebook. The Student's t-test method for independent samples and the Pearson correlation coefficient were used to find the differences. The results of the research indicate that there is no statistical significance between the respondents' group and the extent of the advertising impact. The presumed fact that the presence of a web site, or more precisely the E-shop, on social networks can be to a certain extent a competitive advantage of each company, has not been confirmed in the research. From the conclusion we assume that not all current consumers are affected by social network advertising. The submitted contribution can serve as a support tool for social networking marketers as well as for the professional public who is looking at the Internet marketing and social networking from the consumer’s point of view.

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