TO WHAT EXTENT HOUSEHOLD MEMBERS INFLUENCE THE PURCHASING DECISIONS OF FACEBOOK USERS IN CASE OF SELECTED PRODUCTS? NEW FACEBOOK AD TOOL CONSIDERATION

Iwona Lupa-Wójcik ()
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Iwona Lupa-Wójcik: Pedagogical University of Krakow

No 9912339, Proceedings of International Academic Conferences from International Institute of Social and Economic Sciences

Abstract: Facebook has played a significant role in the advertising budget of companies for a long time already. This social network provides complex advertising tools for organizations. For example, there is a possibility to target one advertisement to all family members or only to that household member who has a decisive influence on consumer decisions in a given household. Identifying people who actually make decisions about household purchases means more effective advertising for businesses. The article presents the results of surveys reaserch conducted on Polish Facebook users. The research concerns consumer decisions taken in relation to various types of products. Different household sizes and different incomes were included.

Keywords: consumer decisions; Facebook; advertising; household; social media (search for similar items in EconPapers)
JEL-codes: A10 D19 M30 (search for similar items in EconPapers)
Pages: 1 page
Date: 2019-10
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Published in Proceedings of the Proceedings of the 52nd International Academic Conference, Barcelona, Oct 2019, pages 173-173

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Persistent link: https://EconPapers.repec.org/RePEc:sek:iacpro:9912339

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