Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Social Networks Marketing and Hungarian Online Consumer Purchase Behavior: The Microeconomics Strategic View Based on IPMA Matrix

Author(s): Pejman Ebrahimi, Aidin Salamzadeh, Abbas Gholampour, Maria Fekete-Farkas

This study aims to develop a strategic view on the role of Social networks marketing (SNM) regarding Consumer purchase behavior (CPB) in Hungary and considering the Facebook platform. The methodology of the present study is focused on the IPMA matrix that serves to answer the research question. The statistical population of the study included users on the Facebook platform who have done online purchasing. It is depicted that “Interaction” has the highest importance score of 0.296; if Facebook channels increase their interaction by one unit point, its overall CPB will increase by 0.296. Additionally, our findings disclose that the lowest performance (81.027) is linked to interaction, revealing an excellent opportunity for development in this area. Based on managerial implication, we found that items related to “trend” have the highest importance, which shows the strategic role of trend in the process of influencing CPB in the Hungarian online community. Furthermore, it can be mentioned that SNM is in ideal condition in Hungary and online businesses have invested a lot in this area.

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