Inter-Brand Interaction and Communication on Social Media: Strategies, Dynamics, and Impacts Related to Local Examples

Adrian-Vasile Lazarescu
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Adrian-Vasile Lazarescu: National University of Science and Technology “Politehnica” of Bucharest, Romania

Economics and Applied Informatics, 2025, issue 3, 45-49

Abstract: In today’s digital landscape, social media has become a very important platform for brand communication, not only between brands and their consumers but also between brands themselves. This article explores the dynamics of inter-brand communication on social media, with a particular approach on the Romanian market. As companies increasingly engage in public dialogue with one another through platforms such as Facebook or Instagram, they are using these interactions as strategic tools to increase visibility, enhance brand reputation, and build strong connections with other brands. The study aims to analyze the communication strategies employed by Romanian brands in their interactions with other brands on social media. It explores the motivations behind these engagements, such as fostering mutual growth, capitalizing on trending topics, and creating viral moments that can boost brand recognition. The article also considers potential challenges, such as the risks of negative publicity or miscommunication, and how brands navigate these threats while engaging in public dialogue with competitors or partners. Ultimately, this paper contributes to the broader understanding of digital marketing by highlighting the growing importance of brand-to-brand communication in shaping brand identity and consumer engagement in the evolving social media environment.

Keywords: communication; brands; interactivity; brand-to-brand interaction; social media (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ddj:fseeai:y:2025:i:3:p:45-49

DOI: 10.35219/eai15840409546

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