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

Author

Listed:
  • František Pollák

    (Faculty of Management, University of Presov)

  • Peter Dorčák

    (Faculty of Business Management, University of Economics in Bratislava)

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.

Suggested Citation

  • František Pollák & Peter Dorčák, 2016. "The Effective Use of Facebook by Small and Medium-Sized Enterprises Operating in Slovakia," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 28(1), pages 79-91.
    • Handle: RePEc:zag:market:v:28:y:2016:i:1:p:79-91
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    References listed on IDEAS

    as
    1. Kristina Zgodavova & Peter Bober, 2012. "An Innovative Approach to the Integrated Management System Development: SIMPRO-IMS Web Based Environment," Quality Innovation Prosperity, Technical University of Košice, Department of integrated management, vol. 16(2).
    2. Naci Tolga Saruc & Peter Dorcak & František Pollák, 2013. "E-business and its Application in Conditions of Central European Market," Quality Innovation Prosperity, Technical University of Košice, Department of integrated management, vol. 17(1).
    3. Radoslav Delina, 2014. "Transparency In Electronic Business Negotiations – Evidence Based Analysis," Quality Innovation Prosperity, Technical University of Košice, Department of integrated management, vol. 18(2).
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