Characteristics and Development of Social Media as a Marketing Communication Tool
Journal Title: Journal of Emerging Trends in Marketing and Management - Year 2016, Vol 0, Issue 1
Abstract
The purpose of this paper is to provide a careful analysis of the characteristics and evolution of the major social media platforms used both in Romania and abroad, as well as some practical insights on the consumer use of social media platforms and its business and marketing communication potential. Development of modern technologies and various devices has increased the willingness to communicate through channels that are interactive and attractive at the same time. Therefore, nowadays there are virtual communities whose members participate, receive and share information and at the same time bring something new, socialize and become influencers. Dynamic changes in the online environment as well as its evolution require a new approach, from a marketing perspective, of how social media platforms can be used to improve communication between a company and its consumers, users or potential customers. In this context, the analysis and practical insights presented are useful for entrepreneurs and managers who are interested in using social media as part of their marketing communication strategy.
Authors and Affiliations
Irina Iosub, Adelina Ivanov, Dan Smedescu
Keywords
Related Articles
- EP ID EP265733
- DOI -
- Views 116
- Downloads 0
Challenging the Negative Image of Destinations at Pre-visit Stage Using Food and Food Events as an Educational Tool: The Case of Romania
Destinations with a negative image struggle to attract tourists (Alvarez and Campo, 2014). Research addressing the issues of these destinations remains limited. Séraphin, Butcher and Korstanje (2016) have provided eviden...
The Effects of Smoking on the Health of the Urban Population
After undergoing a harvesting and processing process, nicotine is a product available in a very advantageous distribution system, such as cigarettes, cigarettes, chewing tobacco or snuff. In both women and men, the sprea...
Experiential Marketing and Advertising Efficiency – a Marketing Experiment
The present paper describes a marketing experiment which studied the influence of music on advertising. It was shown that with the help of music, ads can be viewed for longer periods, demonstrating once again that humans...
The Industrial Internet of Things from a Management Perspective: A Systematic Review of Current Literature
The Industrial Internet of Things (IIoT) refers to a novel manufacturing paradigm. In its core, it enables real-time, smart, horizontal, and vertical connection of machines, objects, and people resulting in a smart facto...
The Brand Effect - Living the Brand in Negotiations
Prior studies in marketing could confirm that the humanization of the brand through the sales person is beneficial for the brand perception by the customer during the selling process. While this research could indicate a...