Economic Activity as a Determinant for Customer Adoption of Social Media Marketing

The issue of an effective use social media as a tool responsible and sustainable corporate communication policy has been the subject intensive research for more than decade. presented study examines customer acceptance activities organizations in environment. aim is to identify, through empirical analysis performed on sample 1584 Central Europeans, whether form economic activity impact degree marketing media. Based thorough statistical analysis, it can be stated that perception e-marketing statistically significantly related customer. Social perceived rather positive by customers belonging category students entrepreneurs, while this promotion evaluated neutrally from unemployed retirees. Negative recorded only insignificantly across all involved groups. similarity behavior groups, possible precisely target online organizations, thereby increasing efficiency spending business resources eliminating market risks terms reputational issues.