Abstract
The concept of social network marketing has gained much interest in both applied and academic marketing. While several studies have demonstrated the use of social network marketing, research on the actual effect on business value is scarce. A field experiment was prepared where applicants for IT bachelor studies were invited to join a Facebook group related to the subject of interest. Each Facebook group was assigned a contact person who received training in answering questions from the applicants and to create activities on the social network site. The results showed that the conversion rate for applicants who apply for a Facebook group was 88.8 %, which is significant higher than for those who did not apply for a Facebook group (43.3 %). We suggest that social network sites, such as Facebook, can be used as an arena for co-creation of value.
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