The Role of Social Networks for Business in the Marketing Communications

Jerman Damjana () and Završnik Bruno ()
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Jerman Damjana: International Business School Ljubljana Ljubljana, Slovenia
Završnik Bruno: Faculty of Economics and Business University of Maribor Maribor, Slovenia

Scientific Annals of Economics and Business, 2012, vol. 59, issue 1, 155-168

Abstract: The analysis of social network is not new, but its business application in marketing communication is a relatively new area. This paper describes the role of social networks in the marketing communications area, particularly in the field of public relations. The paper explores how social network is being applied to solving marketing communications problems around designing the right communication programmes. In particular it describes how the social network can be defined, the role of the different instruments of public relations and its implication in the practice. Further more it describes how social networks for business can be used to reach the corporate objectives and to create a positive company image.

Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:aicuec:v:59:y:2012:i:1:p:155-168:n:11

DOI: 10.2478/v10316-012-0011-z

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