THE INFLUENCE OF PERSONALIZED FACEBOOK ADVERTISING ON THE INCIDENCE TO BUY – RESULTS OF EMPIRICAL RESEARCH BY EXPERIMENTAL METHOD

Abstract

Social media advertising is a relatively new issue, and the personalization of Facebook ads has not yet been sufficiently researched to define its impact on Internet user behavior. Statistics show that Facebook is an attractive platform to advertise products and services with 1.39 billion active users. Reports show that 92% of social marketing companies choose Facebook as their advertising tool. Based on the observation of the market and the needs of changes in the process of advertising companies on the Internet, the author adopted the analysis of the effectiveness of sponsored advertising on Facebook as the aim of the article. The structure of the work includes two chapters of a theoretical and empirical nature. The work in the theoretical part includes an analysis of the conditions of Internet advertising – the definition and concepts of Internet advertising, the characteristics of measuring the effects and achieving the set advertising goals. In the empirical part, the results of the research using the method of netnography and the experiment were analyzed and their confrontation with the research hypothesis put forward in this paper. The basis is the contemporary bibliography and other sources that were used to prepare the theoretical part.