Marketing Through Social Networks - Analysis of the Presence in Social Media of Romanian Consumers

Raluca-Giorgiana Chivu (Popa) (), Bianca-Cristiana Voicu () and IonuÈ›-Claudiu Popa ()
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Raluca-Giorgiana Chivu (Popa): The Bucharest University of Economic Studies
Bianca-Cristiana Voicu: The Bucharest University of Economic Studies
IonuÈ›-Claudiu Popa: The Bucharest University of Economic Studies

Ovidius University Annals, Economic Sciences Series, 2021, vol. XXI, issue 2, 646-652

Abstract: Social networks have become an indispensable communication tool, both in terms of communication between people and when we refer to marketing communication (between suppliers of goods and services and potential customers). The tools used for online communication through social networks have developed so much in recent years that companies can now select the categories of people they address based on several socio-demographic characteristics to make the communication process more efficient. However, there are many questions about the effectiveness of promotional messages transmitted through social networks when we think about the time spent by people on social networks, the devices from which they access the networks and especially the age groups that use the most, many such social networks. In this article, a study was conducted based on technical information and national statistics from official sources to complete a picture of marketing efficiency through social networks.

Keywords: social media marketing; consumer behavior; social media users (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:xxi:y:2021:i:2:p:646-652

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