Social Media: At the crossroads of efficient marketing and ethics

Traian Goga and Filip Varlan

Romanian Distribution Committee Magazine, 2012, vol. 3, issue 2, 24-34

Abstract: The Internet has changed the whole world through its scale and accessibility. Even if the information can be found easier than ever, it triggers a whole series of effects on many aspects of modern life as well as in a wide range of domains. Marketing is directly influenced by the Internet which has given the modern marketers new and countless possibilities. The development of the social networks led to a dynamic movement of information. The information quantity and quality along with the outsourcing process are among the challenges of todays social media phenomena. Different kind of databases implied the need for an efficient management. Informal guidelines have appeared in order to facilitate good practices among social media users. That is a very sensitive chapter and requires not only a technical but also an ethical approach.

Keywords: social networks; Internet; marketing; ethics; strategy; information; quantity; quality; outsourcing (search for similar items in EconPapers)
JEL-codes: M15 M31 (search for similar items in EconPapers)
Date: 2012
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