Particularities of the Marketing Communication Strategy through Social Media

Andreea Ionescu and Ciceo Andreea Teodora ()
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Ciceo Andreea Teodora: Faculty of Marketing/Department of Marketing, Bucharest Academy of Economic Studies

Ovidius University Annals, Economic Sciences Series, 2013, vol. XIII, issue 1, 806-809

Abstract: Consumers are confronted daily with dozens of decisions on buying a product and more than ever they refer to Social Media as the main and most important source of information and impressions from consumers worldwide. This article tackles the issue that companies nowadays still struggle with: understanding, properly using and incorporating Social Media marketing efforts into the overall marketing communications strategy. Moreover, it presents the particularities of communicating through Social Media instruments, as well as the advantages and disadvantages of using such online communication environments, thus offering companies a comprehensive guidebook on this matter.

Keywords: Social Media; marketing communications; strategy; Web 2.0; word-of-mouth. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:xii:y:2012:i:1:p:806-809

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