49
Number of the
respondents
17
15
13
10
13
11
11
14
4.2.6
Learning interests/values/preferences/brand perception using social media tool
Figure 8 demonstrates the average scores of the effectiveness of using social media tools by PACs to do
research regarding interests/values/preferences/brand perception of the concert visitors. Table 6 shows the
number of companies participating in the assessment of each social media tool. Facebook and Twitter are
the only tools viewed as effective by the surveyed PACs with average score of 4.2 and 3.8 accordingly. The
rest of the tools were assessed as ineffective. The average score ranges from two to three for Flickr,
LinkedIn, Social Bookmarking, YouTube and Blog. The effectiveness of MySpace to do the research about
the customers was seen by the respondents as very low with a score of 1.7 on average.
Figure 8: Effectiveness of social media tools to learn interest/preferences/values
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