The Effective Use of Facebook by Small and Medium-Sized Enterprises Operating in Slovakia

František Pollák () and Peter Dorčák ()
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František Pollák: Faculty of Management, University of Presov
Peter Dorčák: Faculty of Business Management, University of Economics in Bratislava

Tržište/Market, 2016, vol. 28, issue 1, 79-91

Abstract: Purpose – The aim of this study was to identify and then interpret the basic preconditions for effective use of the social networking site Facebook as a marketing communication platform for small and medium-sized enterprises (SMEs) operating in a selected Central European market. Design/Methodology/Approach – In order to achieve the objective, as well as partial targets, this contribution can be seen as a summary of two autonomous and extensive analyses. The context necessary for the fulfillment of the main objective was analyzed based on secondary data on hundreds of company profiles (of local SMEs, operating predominantly in the service sector and conducting their business activities in a business-to-consumer (B2C) environment) managed by a specific marketing agency operating on the Slovak market. The collected data were subsequently subjected to a thorough statistical testing based on monitored parameters. Findings and implications – From the perspective of the main findings, basic recommendations for the efficient use of selected marketing communication tools on the social networking site Facebook are described in terms of improving the expected user interactions. Limitations – We consider the mainly local nature of the data sources to be the biggest limitation in the research process. Due to the local nature of this study, however, this limitation has no significant effect on the quality of the research. Originality – The findings and information presented in this contribution can help improve our understanding of issues related to the effective implementation of resources (time and finances) by entities using selected marketing tools, particularly marketing communication in the context of the social networking site Facebook for the purpose of promotion and branding.

Keywords: marketing; social media marketing; social networks (search for similar items in EconPapers)
Date: 2016
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