The Impact of Marketing Communication Using Social Networking Site Facebook on the Effectiveness of Promotional Activities

Pawel Gajewski
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Pawel Gajewski: Maria Curie-Sklodowska University in Lublin, Poland

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Abstract: Nowadays the impact of social media on public opinion is becoming stronger. The subject of this paper is presentation of the correlation between the increasingly popular portal that is Facebook on the effectiveness of promotional activities. To achieve the goal, an analysis was made of the activities of several companies in Lublin, some of which largely used for promotional purposes social networking site, which is Facebook. This analysis was carried out on the basis of shared content marketing, advertising reach and comments from customers. The statistics were conducted among a selected research group and subjected to analysis. Obtained in this way, the data were compared with the analysis of companies that promote their brand as well as their products without the use of social networking sites. As a result, the effectiveness of marketing activities that were conducted via Facebook was noted. It was found that the portal has helped to raise the sales results of many companies, as well as significantly influenced their development. The results allowed to draw a hypothesis that Facebook has positive effects on branding not only locally, but also globally.

Keywords: social media; marketing; facebook; promotion; brand. (search for similar items in EconPapers)
Date: 2016
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