Facebook fan pages ‘effective’ marketing tool
Washington: Facebook and its fan page module can be a very useful tool for increasing sales of a company, a new study claims.
The new research from Rice University’s Jones Graduate School of Business suggests that the social networking site holds the potential of an effective social marketing tool that can improve word-of-mouth marketing and customer loyalty significantly.
Utpal Dholakia, associate professor of management at the institute, and Emily Durham, a Jones School alumna and founder of Restaurant Connections, in their article, “How Effective is Facebook Marketing?” highlight the advantages of the new form of marketing.
They did a survey of more than 1,700 respondents over a three-month period, to learn that compared with typical Dessert Gallery customers, the company’s Facebook fans were more active.
The company’s Facebook fans had made 36 percent more visits to DG’s stores each month and spent 45 percent more of their eating-out dollars at DG.
