Unveiling the Power of Social Media: Innovative Strategies and SOCMINT Insights in Modern Marketing

Raluca-Giorgiana Chivu (Popa) () and Ionut-Claudiu Popa ()
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Raluca-Giorgiana Chivu (Popa): The Bucharest University of Economic Studies, Romania
Ionut-Claudiu Popa: The Bucharest University of Economic Studies, Romania

Ovidius University Annals, Economic Sciences Series, 2023, vol. XXIII, issue 2, 411-417

Abstract: In the era of rapid technological advancements, traditional marketing strategies no longer wield the same effectiveness. The focal point has shifted to social media, a pivotal virtual realm where platforms not only serve as social networks but also as digital advertising spaces utilizing innovative and captivating marketing techniques. Marketers recognize the indispensability of these digital forums, leveraging them to reach a vast audience while optimizing budgetary resources. In addition to conventional marketing, the less highlighted realm of social media intelligence (SOCMINT) plays a crucial role. SOCMINT involves harnessing data collected from social media platforms to gain deeper insights into consumer behavior. This article delves into research conducted among social media users, unveiling the voluntarily shared data and information. It also measures users' awareness of how other entities utilize their publicly displayed information. In this dynamic landscape, the fusion of strategic digital marketing and SOCMINT emerges as a powerful tandem for navigating the evolving realm of consumer engagement.

Keywords: social media marketing; consumer behaviour; social media intelligence (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2023
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