Metrika

  • citati u SCIndeksu: 0
  • citati u CrossRef-u:0
  • citati u Google Scholaru:[]
  • posete u poslednjih 30 dana:22
  • preuzimanja u poslednjih 30 dana:17

Sadržaj

članak: 2 od 5  
Back povratak na rezultate
2021, vol. 12, br. 2, str. 171-181
Oglašavanje na društvenoj mreži Facebook
aAkademija strukovnih studija Južna Srbija, Odsek Visoka poslovna škola, Blace
bUniverzitet u Kragujevcu, Fakultet za hotelijerstvo i turizam, Vrnjačka Banja

e-adresagasicmarko@yahoo.com
Sažetak
Eksponencijalni rast korisnika na društvenim mrežama širom sveta naveo je preduzeća da istraže efikasne načine njihovog prisustva na društvenim mrežama. U skladu sa tim, trend oglašavanja kao jedan od najvažnijih oblika komunikacionog miksa se promenio i sada su preduzeća uglavnom fokusirana na oglašavanje na društvenim mrežama. Postoji veliki broj društvenih mreža koja preduzeća mogu da koriste za oglašavanje, međutim, ovaj rad ukazuje na značaj oglašavanja putem društvene mreže Facebook, imajući u vidu činjenicu da je Facebook najveća i najpopularnija društvena mreža na svetu i predstavlja savršen marketinški alat sa izgrađenim sistemom oglašavanja koji preduzećima omogućava da koriste informacije svakog korisnika za ciljano oglašavanje. Otuda je Facebook najdominantnija društvena mreža za oglašavanje, što svako preduzeće treba da uzme u obzir prilikom kreiranja marketinških strategija, kako bi stekli i održali konkurentsku prednost i maksimizirali poslovni uspeh. U radu su prikazani sekundarni podaci koji jasno ukazuju da je Facebook društvena mreža koja ima najviše potencijala za oglašavanje, dostizanje i angažovanje potrošača, a što je potkrepljeno diskusijom rezultata empirijskih istraživanja.
Reference
Alalwan, A.A., Rana, N.P., Dwivedi, Y.K., Algharabat, R. (2017) Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7): 1177-1190
Amoako, G.K., Dzogbenuku, R.K., Doe, J., Adjaison, G.K. (2020) Green marketing and the SDGs: Emerging market perspective. Marketing Intelligence & Planning
Chan, N.L., Guillet, B.D. (2011) Investigation of Social Media Marketing: How Does the Hotel Industry in Hong Kong Perform in Marketing on Social Media Websites?. Journal of Travel & Tourism Marketing, 28(4): 345-368
Chen, J.V., Su, B.C., Widjaja, A.E. (2016) Facebook C2C social commerce: A study of online impulse buying. Decision Support Systems, 83: 57-69
Duffett, R.G. (2015) Facebook advertising's influence on intention-to-purchase and purchase amongst Millennials. Internet Research: Electronic Networking Applications and Policy, 25(4): 498-526
Elrod, J.K., Fortenberry, J.L. (2020) Advertising in health and medicine: Using mass media to communicate with patients. BMC Health Services Research, 20(S1): 1-8
Felix, R., Rauschnabel, P.A., Hinsch, C. (2017) Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70: 118-126
Filo, K., Lock, D., Karg, A. (2015) Sport and social media research: A review. Sport Management Review, 18(2): 166-181
Froehlich, A. (2020) What's the difference between social media and social networking?. Tech Target, https://searchunifiedcommunications.techtarget.com/answer/Whats-thedifference-between-social-media-and-social-networking
Gao, H., Tate, M., Zhang, H., Chen, S., Liang, B. (2018) Social Media Ties Strategy in International Branding: An Application of Resource-Based Theory. Journal of International Marketing, 26(3): 45-69
Hamilton, M., Kaltcheva, V.D., Rohm, A.J. (2016) Social Media and Value Creation: The Role of Interaction Satisfaction and Interaction Immersion. Journal of Interactive Marketing, 36: 121-133
Hansson, L., Wrangmo, A., Solberg, S.K. (2013) Optimal ways for companies to use Facebook as a marketing channel. Journal of Information, Communication and Ethics in Society, 11(2): 112-126
Hsu, Y. (2012) Facebook as international eMarketing strategy of Taiwan hotels. International Journal of Hospitality Management, 31(3): 972-980
Husnain, M., Toor, A. (2017) The impact of social network marketing on consumer purchase intention in Pakistan: Consumer engagement as a mediator. Asian Journal of Business and Accounting, 10(1): 167-199
Jevtović, A. (2019) Sociology of tourism in the globalization process and social networks. Bizinfo (Blace), vol. 10, br. 2, str. 43-62
Kumar, G., Subramanian, N., Maria, A.R. (2018) Missing link between sustainability collaborative strategy and supply chain performance: Role of dynamic capability. International Journal of Production Economics, 203: 96-109
Lamberton, C., Stephen, A.T. (2016) A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry. Journal of Marketing, 80(6): 146-172
Li, F., Larimo, J., Leonidou, L.C. (2021) Social media marketing strategy: Definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1): 51-70
Li, M.W., Teng, H.Y., Chen, C.Y. (2020) Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust. Journal of Hospitality and Tourism Management, 44: 184-192
Lin, Y., Ahmad, Z., Shafik, W., Khosa, S.K., Almaspoor, Z., Alsuhabi, H., Abbas, F. (2021) Impact of Facebook and Newspaper Advertising on Sales: A Comparative Study of Online and Print Media. Computational Intelligence and Neuroscience, 2021: 1-13
Lindlahar, S. (2021) Digital Advertising Report 2021: Social Media Advertising. Statista, https://www.statista.com/study/36294/digital-advertising-reportsocial-media-advertising
Marušić, T. (2021) Upravljanje markama u okruženju društvenih medija. Osijek: Sveučilište Josip Juraj Strossmayer-Ekonomski fakultet u Osijeku, Doktorska disertacija
Muangmee, C. (2021) Effects of Facebook advertising on sustainable brand loyalty and growth: Case of Thai start-up businesses. Transnational Corporations Review, 1-12
Rapp, A., Beitelspacher, L.S., Grewal, D., Hughes, D.E. (2013) Understanding social media effects across seller, retailer, and consumer interactions. Journal of the Academy of Marketing Science, 41(5): 547-566
Saxena, A., Khanna, U. (2013) Advertising on Social Network Sites: A Structural Equation Modelling Approach. Vision: Journal of Business Perspective, 17(1): 17-25
Sciglimpaglia, D., Tarr, E.K., Brodowsky, G.H. (2020) Advertising and Peer Influences on Teen and Young Adolescent Alcohol Consumption Decisions: A Theory-of-Reasoned-Action Approach. Journal of Promotion Management, 27(3): 417-440
Shen, G.C.C.C., Chiou, J.S., Hsiao, C.H., Wang, C.H., Li, H.N. (2016) Effective marketing communication via social networking site: The moderating role of the social tie. Journal of Business Research, 69(6): 2265-2270
Statista (2021) Most popular social networks worldwide as of October 2021, ranked by number of active users. https://www.statista.com/statistics/272014/global-social-networks-ranked-bynumber-of-users
Statista (2021) Facebook's global revenue as of 3rd quarter 2021, by segment. https://www.statista.com/statistics/277963/facebooks-quarterlyglobal-revenue-by-segment
Statista (2021) Number of active advertisers on Facebook 2016-2020. https://www.statista.com/statistics/778191/active-facebook-advertisers
Stelzner, M. (2021) 2021 Social media marketing industry report: How marketers are using social media to grow their businesses. Social Media Examiner, https://www.socialmediaexaminer.com/report2021
Vranešević, T., Perić, N., Marušić, T. (2019) Perception of Social Media as a Source of Relevant Information. Zagreb International Review of Economics and Business, 22(1): 133-144
Wasserman, S., Faust, K. (1994) Social Network Analysis in the Social and Behavioral Sciences. u: Wasserman S., Faust K. [ur.] Social network analysis: Methods and applications, Cambridge University Press, 3-27
Weinberg, B.D., Pehlivan, E. (2011) Social spending: Managing the social media mix. Business Horizons, 54(3): 275-282
Wilson, R.E., Gosling, S.D., Graham, L.T. (2012) A Review of Facebook Research in the Social Sciences. Perspectives on Psychological Science, 7(3): 203-220
 

O članku

jezik rada: srpski
vrsta rada: stručni članak
DOI: 10.5937/bizinfo2102171D
primljen: 01.12.2021.
prihvaćen: 27.12.2021.
objavljen u SCIndeksu: 21.01.2022.
Creative Commons License 4.0