Groups on Facebook as a marketing tool

- Iwona Lupa-Wójcik, Ph.D.

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.

Iwona Lupa-Wójcik, Ph.D., Pedagogical University of Krakow, Faculty of Social Sciences, Institute of Law, Administration and Economics, Poland — the author has been an adjunct at the Institute of Law, Administration and Economics at the Pedagogical University of Krakow (Faculty of Social Sciences) since 2018. This same year she was granted her doctorat degree at the Cracow Univeristy of Economics. Her doctorate thesis concerned the marketing potential of the social media. The author’s scientific output consists of numerous books on the usage of social media in marketing and management, as well as several dozens of publications related to the topic.

DOI: 10.2478/minib-2020-0020
MINIB, 2020, Vol. 37, Issue 3

Resize of Open_Access_logo_PLoS_white Publikacja w otwartym dostępie (Open Access).

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