This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Everyday life without social media is nearly unimaginable in the digital era. Shortly after the emergence of the first social media, the others followed, experiencing an unprecedented expansion towards all the pores of society, entertainment, cultural, sports, and all forms of life in a modern, developed world. In a relatively short period of time, a number of various social media with different areas of interest come into sight as well, such as: Facebook, Instagram, Twitter, Viber, Telegram, etc. Social network Facebook is an important component of the Internet revolution and as such it is becoming an increasingly important tool for organizations in advertising and acquiring potential customers. By conducting the survey, opinions and attitudes of consumers in the Republic of Srpska about the ads on the social network of Facebook and influence their behavior were collected. The results of the research tell us that Facebook is a very used social network in the Republic of Srpska, especially among the younger population. Marketing advertising on this social network attracts close attention of consumers, about 80%, but the impact on their behavior on making purchase decision is far smaller and it is around 35%. Reasons for this we can look for in the standard and purchasing power of citizens, then the uncertainty in advance payment, the guarantee of delivery of the product, or the provision of services, etc.
The statements, opinions and data contained in the journal are solely those of the individual authors and contributors and not of the publisher and the editor(s). We stay neutral with regard to jurisdictional claims in published maps and institutional affiliations.
