Sales Model Based on the Behavior on Facebook

Mabela Atanasovska Penić () and Smilka Janeska Sarkanjac ()
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Mabela Atanasovska Penić: Ss Cyril and Methodius University in Skopje
Smilka Janeska Sarkanjac: Ss Cyril and Methodius University in Skopje

A chapter in Advances in Digital Marketing and eCommerce, 2020, pp 211-218 from Springer

Abstract: Abstract This study investigated the steps for the successful implementation of Facebook marketing by enterprises, and offers a sales model segmenting the users by their behavior on Facebook. The model uses the marketing communication model developed by Hoffman and Novak (1996), and its further development by Yang (2012) that tested the impact of the transferring messages through media on the message receiver’s decision-making behavior. The model emerged from discussions led and Facebook campaigns conducted for the focus group of 150 small business entrepreneurs in the last two years. The finding shows that the model can indeed be applied in strategic use of social media for marketing purposes. The proposed model serves as a guideline for small business entrepreneurs on how to strategically use social media for marketing, on ways to enhance customer acquisition, loyalty and retention. In addition, the study found that using social media is the most cost-effective way for marketing and is thus suitable for small business.

Keywords: Digital marketing; Facebook advertising; Online sales; Facebook audiences; Behavioral marketing (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-47595-6_26

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DOI: 10.1007/978-3-030-47595-6_26

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