Analysis of the impact of business activities on social networks on business success

Abstract

This article aims to identify the main factors of organizations in the manufacturing sector that have the greatest impact on social networking activities. There is a lot of research on social networks and the drivers of their loyalty, but there is limited information about the manufacturing sector and the promotion of their users’ loyalty through the prism of social networks. The analysis of the scientific literature found that users on social networks value the useful content created by the organization and its memorable visualizations, as well as the user’s user-friendliness when communicating with the organization through social networks. This study analyses factors that encourage users to become loyal followers of an organization’s social page. Structured methods of surveying experts and users were selected for the study. The results of the research can help to improve the activities of organisations in the manufacturing sector on social networks by improving the loyalty of the organisation’s users. However, such a large and fast development of new tools in social networks encourages a broader analysis of social networks and their impact on consumer loyalty.