How can companies use social marketing techniques on Facebook to successfully influence consumers' purchase intentions?

Abstract

Social marketing use has been increasing in the past years by all kinds of businesses and governments all over the world. An example includes the well-known anti-smoking and energy-saving campaigns carried out by governments. The use, development and effect of social marketing has been researched extensively by many, but some great opportunities for social marketing advertising to increase its use are left aside in research. General advertising techniques on social media of products and its effects on purchase intentions are researched thoroughly and hence used in reality. Considering social marketing as an advertising strategy that can effectively influence consumer behavior, more attention should be given to the implementation of this type of advertising. Not only for governmental reasons to tackle societal problems but also for businesses to increase their profit by influencing purchase behavior with a beneficial outcome for society in general. This research aims to find out what the impact can be on social marketing advertising on social media on purchase intentions. To create more knowledge on how to conduct an effective social marketing campaign on social media, multiple variables need to be researched. In this research, the focus will be on the impact of the credibility of social marketing advertising. Additionally, interactivity will be researched because this is a very specific trait of social media. The ability of interactivity makes social media a promising platform for this type of marketing.