SOCIAL MARKETING VS MARKETINGON SOCIAL MEDIA

Nikolay Shterev ()
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Nikolay Shterev: University of National and World Economy,Sofia, Bulgaria
Authors registered in the RePEc Author Service: Николай Щерев

Economic Science, education and the real economy: Development and interactions in the digital age, 2020, issue 1, 387-398

Abstract: The society development is based on the technologies‘ progress and technological innovations. Their recent development has opened an increasing development of social processes. Of course, the development of social marketing is not an expression of the fashion' but it is a result of the business digitalization. Thus, there is a great change in business models based not to individual needs but to the overlapping social and societal needs. Therefore, a proper understanding of social needsas expression of social marketing is the key for understanding the effects of marketing on social media.The main goal of the paper is to compare the theory of social marketing to the requirements of the marketing on social media. The main result of the paper analysis is a summary of theoretical analysis of Social marketing paradigm evolution as well as analysis of instruments‘ development for marketing on social media. Structurally, the report includes: 1. Introduction; 2. Review of Social Marketing Paradigm and its evolution; 3. Marketing tools on Social media (networks); 4. Marketing 2020 -marketing of the future; 5. Conclusion.

Keywords: social marketing; marketing on social media; marketing 2020 (search for similar items in EconPapers)
JEL-codes: D16 D40 M31 (search for similar items in EconPapers)
Date: 2020
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