Contents
Title
Characteristics and Development of Social Media as a Marketing Communications Tool
Author
Irina Iosub, Adelina Ivanov, Dan Smedescu,
Classification JEL
M31
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 have increased the willingness to communicate through channels that are interactive and attractive at the same time. Therefore, at this time 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.
Keywords
Social media, marketing communication, Internet, interaction, interactivity.
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