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

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

International Journal of Business and Management, 2020, vol. 8, issue 1, 65-84

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: M00 M21 M30 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:sek:jijobm:v:8:y:2020:i:1:p:65-84

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