Naslov
Differences between Instagram and Facebook sponsored post for small hospitality businesses

Autori
Čuić Tanković, Ana ; Perišić Prodan, Marina ; Tomljanović, Doris

Izvornik
ENTRENOVA - ENTerprise REsearch InNOVAtion (2706-4735) 8 (2022), 1; 287-298

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
social networks ; marketing communication ; advertising

Sažetak
In today's age of technological advancement and rapid change, much of the communication takes place on social networks, which offer a great opportunity for customer interaction. Social media is recognized as a popular and widely used marketing tool through which communication between buyers and sellers takes place. Advertising on social networks is relatively low cost, which is attractive to businesses, especially smaller ones. The aim of this paper is to study the differences between sponsored content ads on the social networks Facebook and Instagram, using the example of a small hospitality business. The experiment consists of the same text and image posted on the social networks Instagram and Facebook, and a post booster run through a mobile app adapted for smartphones. The results show that the promotion of the restaurant business has a positive effect on increasing the number of followers on this page. There are also large differences in response between promoted and non-promoted posts, with promoted posts having a significantly higher number of responses. Differences between Instagram and Facebook are listed and recommendations for further research are given.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA