The Role of Social Media Marketing in Strengthening the Brand ImageAbstract:The presence of companies on Social Media has become a widespread phenomenon, both globally and also in our country. By using these new marketing communication tools, companies have the opportunity to establish and maintain contact with a large number of consumers, and listen to their opinions. Also, Social Media offers various possibilities to connect brands to consumers. But beyond the simple popularization of the brand among a large audience, the marketing actions should serve to consolidating the brand equity. Building a successful brand is a goal pursued by any company, but it requires constant attention to every interaction and experience with the consumers. The marketing communication strategy on Social Media must take into account the general impression and the impact it generates on the brand image

Platon Otilia-Elena

Ovidius University Annals, Economic Sciences Series, 2013, vol. XIII, issue 2, 466-470

JEL-codes: M31 O (search for similar items in EconPapers)
Date: 2013
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