Groups on Facebook as a Marketing Tool

Lupa-Wójcik Iwona ()
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Lupa-Wójcik Iwona: Pedagogical University of Krakow, Faculty of Social Sciences, Institute of Law, Administration and Economics, Podchorążych Street 2, 30-084Krakow, Poland

Marketing of Scientific and Research Organizations, 2020, vol. 37, issue 3, 17-32

Abstract: The aim of the article was to determine the use of Facebook groups as a marketing tool. The author conducted the research using a survey. To distribute the questionnaire author used a Facebook ad tool targeted at Polish women, who are planning a wedding or are shortly after it. Based on the example of the wedding industry, it was found that the content on these types of groups has large reach and generate high involvement of their participants. Members of Facebook wedding groups often take into account the recommendations they find on these groups when making wedding-related purchasing decisions. Companies often take advantage of this by using word of mouth marketing or direct sales (promotion). They can also create their own Facebook groups gathering the community around interests related to their activities. There is currently insufficient research on the possibilities of using Facebook groups as marketing tools. The article indicates various ways of using them to achieve marketing goals.

Keywords: Facebook; Facebook groups; Facebook marketing; social media; social media marketing; e-marketing; wedding industry (search for similar items in EconPapers)
JEL-codes: M00 M30 M31 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:37:y:2020:i:3:p:17-32:n:2

DOI: 10.2478/minib-2020-0020

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