The Impact of Social Networks on Buying Decisions

Adriana Ioana Filip (Croitoru) () and Malina Darja ()
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Adriana Ioana Filip (Croitoru): “Valahia” University of Targoviste, Doctoral School of Economics and Humanities / Management, Romania
Malina Darja: “1st of December 1928” University of Alba Iulia, Faculty of Economic Sciences, Romania

Ovidius University Annals, Economic Sciences Series, 2023, vol. XXIII, issue 2, 453-458

Abstract: Marketing communication through social networks has become over time a very important and indispensable phenomenon, the life of society and organizations taking a very large scale, thanks to it. Just like society, organizations are in constant communication with the environment in which they operate. Thus, the success of companies, on social, economic and financial level, is due mostly to the way in which managers initiate and carry out the communication process with the society. Marketing communication has developed both conceptually and practically. The old concept of marketing communication meant a rational communication (that is, a communication fixed on the product and its characteristics), and the new concept of marketing communication prompts companies to expand their communication with society through more extensive advertising (for example, newspapers, magazines, radio, social networks).

Keywords: consumption; consumer; purchasing decision; social networks (search for similar items in EconPapers)
JEL-codes: M21 (search for similar items in EconPapers)
Date: 2023
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