Turinio marketingo sprendimų veiksmingumas Facebook reklamose

Abstract

This paper analyses the efficiency of content marketing elements in the advertisements of social network Facebook. This work is relevant because today’s content marketing is becoming one of the most significant dimensions in order to stay competitive in the marketing, to reach effective results and to have closer relationship with brand users. The main goal of this paper is to investigate the influence of content marketing elements on the efficiency of the advertisements of social network Facebook. After analysing scientific literature of foreign and Lithuanian authors, the first section of the work introduces the conception of content marketing communication and particularities and forms of Facebook advertisements. The second section provides the results of the experimental research. The hypotheses and subhypotheses were verified by applying the content marketing elements in the Facebook advertisements of selected brand “Go Bold”. The research has been implemented by the one-shot principle, when the influence of an independent (X) indicator is tested in one group of the subjects. After performing the experiment, the changes of the dependent indicator (Q1) were measured. The research has approved the theory investigated in the theoretical analysis that content marketing elements and their combinations have a positive effect on the influence of the advertisements of social network Facebook. The results obtained during the experiment have revealed that in accordance with making an influence on the efficiency of advertising the largest effect done by the main content marketing elements were relevance and emotionalism, while additional ones were uniqueness and informative capability. The dominating element, which made the least positive influence, was value, while additional ones were reliability and intelligence. The most effective combinations of content marketing elements were emotionalism and unique, as well as relevance and unique.