Considering the significance of the Internet and communication with consumers in the online environment primarily through social media, as well as the growing importance of sustainability in modern business, this paper aims to analyze consumer behavior regarding green products in the context of social media. Specifically, social media marketing activities of local and global companies in the Republic of Serbia were analyzed, incorporating the five aspects: entertainment, interaction, trendiness, customization, and electronic word-of-mouth. Empirical research was conducted using the survey method and the SEM analysis was applied so as to determine that the mentioned aspects of social media differently affected the attitudes towards the green products of local and global companies. A positive moderating influence of the global identity on the relationships in the models was found. The main contribution of the paper relates to the analysis of the relationship between social media marketing activities and consumer behavior towards green products, with a comparative analysis of local and global companies.
Milan Kocić and Katarina Radaković
In the conditions of the dynamic development of information and communications technology, the traditional way of establishing communication among consumers has significantly changed. As one of several extremely important marketing instruments, word-of-mouth communication has been assuming a new dimension via digital forms of communicating. Having in mind the significance of social media for the formation of consumer attitudes and intentions concerning the purchasing process, the paper is aimed at obtaining relevant findings on the effect of electronic word-of-mouth communication on consumer behavior. More precisely, by using a correlation and multiple regression analysis, whether the quantity, quality and timeliness of information, and the source credibility of electronic word-of-mouth communication affect consumer trust in the area of a wellness offer was examined. A simple regression analysis was applied in order to determine whether consumer trust contributed to purchase intention. The results of the conducted empirical research show that there is a statistically significant impact of electronic word-of-mouth communication on consumer trust and that consumer trust positively affects purchase intention when choosing a wellness package in the Republic of Serbia is concerned.