Exploring the Impact: Influence of Social Media Application Indicators on Consumer Behavior
MARTIN KUCHTA – SIMONA BALAŠČÁKOVÁ – LUKÁŠ PIATRA – PETER DRÁBIK
Abstract
Evolution of the internet developed new digital channels, including social media, on
which consumers create virtual identities and dedicate them significant amount of time.
Phenomena of social media along with rising popularity of smartphones creates pressure on
social media providers, marketers and also policymakers, to adjust technical, marketing and
regulation processes to leverage and direct potential of social media. The main aim of the
article is to investigate influence of social media smartphone applications indicators on
consumer behavior and advise technical, marketing and regulation optimization to increase
usage and safety of these applications. App store data about the most popular social media
applications were collected, analyzed, visualized and interpreted. Research outputs revealed
apps capacity and age restrictions limitations, which might serve as decelerator of more
extended usage of the researched applications.
Keywords
digital marketing, mobile application, SAAS, social media
DOI
https://doi.org/10.18267/pr.2024.vol.2512.10