The use of Facebook as a marketing tool : the Maltese young adults female market sector

Abstract

This study focuses on the promotional and marketing communication tools on Facebook, as a Social Networking medium, within the female youth sector. Over the past years and months, Facebook has clearly experienced a drastic increase in its usage, hence global popularity. This is truly evident in the number of businesses that are exploiting every aspect of this Social Networking Site. Facebook has definitely provided businesses more accessibility. The author, having a great interest in the field, has chosen to explore the use of marketing tools on Facebook and its influence on the consumer buying behaviour. Given the nature of this particular study, an exploratory research was carried out. Despite the fact that a wide selection of secondary data was used, to analyse existent literature, a greater emphasis was given to extracting primary data. For such purposes, a sample survey (non-probability sample), together with focus groups and an extensive number of in-depth interviews with local businesses that make use of Facebook were undertaken. The author capitalised on the viral effect of the medium itself in carrying out the research. The main aim of this research was to provide a better insight into this new, yet growing, medium, hence presenting and understanding of the use of Facebook in marketing. The exclusivity element, particularly 'Content', and special promotions (including 'Discounts', 'Deals' and 'Offers') are found to be important tools. However, the findings clearly show that the use of 'Images' and 'News Feeds' on Facebook are two of the strongest and most effective promotional and communication tools. Hence, the study ends by putting forward an exhaustive list of recommendations, in particular a proposed 'Facebook Promotional Kit'