Facebook is becoming a popular tool for public relations and advertising professionals to reach mass audiences. Facebook fan pages allow brands to create an online community of brand users on the social networking site. By pressing Facebook's "like" button, a Facebook user can become a fan of the page and can interact with the brand and other consumers. This research aimed to examine whether liking and interacting with a Facebook fan page has an effect on brand loyalty and purchase intentions, and if Facebook fan pages create an online brand community. Brands use this network to improve their overall image, promote themselves much easier, much faster, access to information being very easy, in a very short time and wherever it is in the world.This article highlights the reason why users access the Facebook page of a brand. An analysis of 104 online survey responses indicates that interaction with fan pages is not a strong indicator of consumer brand loyalty or purchase intentions, suggesting that brand communities are not formed on the basis of liking a page. The study may be a useful orientation for managerial involvement in marketing practice. With over 900 million users, Facebook is currently the largest social networking site. Facebook allows users to connect and interact with others, express themselves, and maintain social relationships.

Abstract:In this paper, the authors present the importance of online promotion in marketing. The article includes a theoretical part in which the main types of electronic business are presented, and also practical ways through which we can ensure online presence. The article also includes a marketing qualitative research (focus group). The research conducted must answer the question: What is the perception and the attitude of Internet users towards online buying environment. The purpose of the research is knowing the perception and users' attitude toward shopping online. Study participants have a high opinion of online stores. They identify the benefits of orders via the Internet: wide range of products, access to products not available in traditional stores, time saving, convenience, etc. But still their first option for purchasing products is traditional stores and this because of the risks associated with ecommerce website such as: the possibility of not receiving the order, the products do not comply, the products are damaged. Due to a continuous growth rate of Internet users and also due to the increasing value of transactions made online, e-commerce is present in all market fields. Promotional policy in an online business that offers services, is the key element of the marketing mix, being the decisive factor in maintaining a long-term customer relationship. It is essential that the messages that are transmitted through the promotional campaign to be concise, plausible, attractive and to be understood by all stakeholders. The campaigns must be understood by the targeted customers in order to influence the customer behavior and make a decisional difference among clients