Social Media - An Important Part of the Promotional Mix

Ciprian Pavel

Quaestus Multidisciplinary Research Journal, 2013, vol. 1, issue 3, 7-12

Abstract: The 21st century is witnessing an explosion of Internet-based messages transmitted through these media. They have become a major factor in influencing various aspects of consumer behavior including awareness, opinions, information acquisition, attitudes, purchase behavior, and post-purchase communication and evaluation. The emergence of Internet-based social media has made it possible for one person to communicate with hundreds or even thousands of other people about products and the companies that provide the products. Thus, the impact of consumer-to-consumer communications has been greatly magnified in the marketplace. So, the social media marketing has become an important part of the promotional mix of any company.

Keywords: Communication; consumer behaviour; promotional mix; social media (search for similar items in EconPapers)
Date: 2013
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