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To What Extent Household Members Influence The Purchasing Decisions Of Facebook Users In Case Of Selected Products? New Facebook Ads Tool Consideration

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  • Iwona Lupa-Wójcik

    (Pedagogical University of Krakow)

Abstract

Facebook has played a significant role in the advertising budget of companies for a long time already. This social network provides complex advertising tools for organizations. For example, there is a possibility to target one advertisement to all family members or only to that household member who has a decisive influence on consumer decisions in a given household. Identifying people who actually make decisions about household purchases means more effective advertising for businesses. The article presents the results of surveys reaserch conducted on Polish Facebook users. The research concerns consumer decisions taken in relation to various types of products. Different household sizes and different incomes were included.

Suggested Citation

  • Iwona Lupa-Wójcik, 2020. "To What Extent Household Members Influence The Purchasing Decisions Of Facebook Users In Case Of Selected Products? New Facebook Ads Tool Consideration," International Journal of Business and Management, International Institute of Social and Economic Sciences, vol. 8(1), pages 65-84, May.
    • Handle: RePEc:sek:jijobm:v:8:y:2020:i:1:p:65-84
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    References listed on IDEAS

    as
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    5. Godey, Bruno & Manthiou, Aikaterini & Pederzoli, Daniele & Rokka, Joonas & Aiello, Gaetano & Donvito, Raffaele & Singh, Rahul, 2016. "Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior," Journal of Business Research, Elsevier, vol. 69(12), pages 5833-5841.
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    More about this item

    Keywords

    Consumer decisions; Facebook; Advertising; Household; Social media;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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