DIGITAL MARKETING INFLUENCE ON THE FORMATION OF BRAND COMMUNITIES

Cristian Morozan ()
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Cristian Morozan: “Constantin Brâncoveanu” University, Romania

Management Strategies Journal, 2012, vol. 15, issue 1, 37-43

Abstract: The digital environment in which the interests of communicating and promoting brands is manifested, in a growing extent, exerts its influence on dynamic economic sectors, changing consumer habits but mainly affects how content is consumed in brand communities. This environment is still not a channel or ad format yet, forming a parallel reality, a complex system which is constantly changing. To enter and to remain here, brand owner organizations must approach communication, both in entertainment as well as in production and sales in a most pleasant and useful way for members of the communities they support. In this context, this paper consists in a qualitative research method; various sources of secondary information such as summaries of some events, analysis, case studies, etc. have been consulted accordingly.

Keywords: digital marketing; brand community; consumers; content; promotion (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:brc:journl:v:15:y:2012:i:1:p:37-43

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