A Study Of The Impact Of Internet Marketing On Slovakia Online Consumers’ Behavior

This master thesis mainly investigates the impact of online marketing and the effects it may have on consumers’ behaviour in Slovakia.Due to the growing globalization and also the pandemics,the usage of online marketing and shopping online has been rapidly growing.This topic draws my attention and attracts me to investigate what kind of internal and external factors,and to what extent these influence the consumers’ behaviour in Slovakia.Furthermore,it continues to examine the most effective content marketing types and to what extent these influence and affect Slovak consumers’ behaviour.In addition,my aim is to discover which types of social media are used by Slovak consumers and which particular ones affect their behaviour the most.The main method adopted in this thesis is a survey,based on close-ended questions and ten scales,which is distributed to the Slovak online consumers,with a total of 350 valid responses accessible.In order to analyse the data about the Slovak consumers’ behaviour deeper and accurately,the following statistical methods are employed: Chi-square,Pearsons′s coefficient,Yule’s coefficient and Friedmen′s test.The main findings are that the factors,such as beliefs and attitudes of customers,motivation and price can impact and influence Slovak consumers.Next,it is discovered that the specific types of content marketing,which are more attractive for the consumers,for example are video contents,webinars and web pages.Lastly,the generated results show that Facebook and Instagram social media sites are used by the Slovak citizens the most and their advertising strategies can influence consumers’ behaviour.This study could offer useful insights to all companies established in Slovakia which use the Internet as a base for promotion or have an online store.The study indicates another possible solution on how to plan online marketing strategically and how,when and which types of content marketing as well as social media platforms to implement into the marketing strategy that may grow their market value and business venture.