Oglašavanje na društvenoj mreži Facebook

Abstract

The exponential growth of users on social networks around the world has led companies to explore effective ways of their presence on social networks. Accordingly, the trend of advertising as one of the most important forms of communication mix has changed and now companies are mainly focused on advertising on social networks. There are many social networks that companies can use for advertising, however, this paper points to the importance of advertising through the social network Facebook, given the fact that Facebook is the largest and most popular social network in the world and is the perfect marketing tool with a built-in advertising system, allows businesses to use each user's information for targeted advertising. Hence, Facebook is the most dominant social network for advertising, which every company should take into account when creating marketing strategies, in order to gain and maintain a competitive advantage and maximize business success. The paper presents secondary data that clearly indicate that Facebook is the social network that has the most potential for advertising, reaching and engaging consumers, which is supported by a discussion of the results of empirical research.