Social Media Marketing

Ing. Truc Pham Thanh

Diplomová práce

Anotace:

With the rise and popularity of social media among Gen Z cohorts, social media platforms can be a gold mine to capture Gen Z qualified leads and pulling them into the sales funnel. This thesis aims to investigate the possibility of using Chatbots in enhancing lead generation on social media, and acceptance of Generation Z towards this technology throughout their buying decision process on social media platforms. By using parametric test, the study found that chatbots in the context of social media have significant impact on all stages of lead generation. Characteristics of chatbots such as convenience, authenticity of conversation, enjoyment and pass time, perceived usefulness and perceived ease of use, were proved to have significant impact on each lead generation stages.

Abstract:

With the rise and popularity of social media among Gen Z cohorts, social media platforms can be a gold mine to capture Gen Z qualified leads and pulling them into the sales funnel. This thesis aims to investigate the possibility of using Chatbots in enhancing lead generation on social media, and acceptance of Generation Z towards this technology throughout their buying decision process on social media platforms. By using parametric test, the study found that chatbots in the context of social media have significant impact on all stages of lead generation. Characteristics of chatbots such as convenience, authenticity of conversation, enjoyment and pass time, perceived usefulness and perceived ease of use, were proved to have significant impact on each lead generation stages.

Keywords

Social Media, Social Media Marketing, Digital Technology, Artificial Technology, Chatbot, Generation Z

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 7. 1. 2022

Obhajoba závěrečné práce

• Obhajoba proběhla 2. 2. 2022
• Vedoucí: M.Sc. Anna Németh
• Oponent: Ing. Dušan Mladenović, Ph.D.

Masarykova univerzita

Ekonomicko-správní fakulta

Magisterský studijní program / obor:
Business Management / Business Management