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Brand Developing Relationships through SocialMedia

Tina Vukasovic
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Tina Vukasovic: International School for Social and Business Studies, Slovenia

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Abstract: In dynamic market environment, distribution channels, marketing activities, diversification strategies, and food quality are increasingly important. Innovation in social networking media has revolutionized the world in 21st Century. Social networking media presents potentially opportunities for new forms of communication and commerce between marketers and consumers. As advertisers typically want to find some way to follow their target audiences, many new media opportunities are presented to advertisers. Communication through social networking media is more specified, with effective interactive strategy among its users. In recent days, internet advertising has taken new forms which have more advantages over the traditional mediums like print media, TV and radio. Marketing communication is becoming precise, personal, interesting, interactive and social. Dialogue between consumers and the brand is presented in the paper on the case of a leading brand in the category of fast moving consumer goods on Slovenian market. The paper presents internet marketing activities that have contributed to building a relationship with the brand. The main thesis of present case was an effectiveness of communication and strategy done through social networking media could increase brand relationship with young people. It is necessary to study the effectiveness of brand communication strategy followed in social networking media which are mainly accessed by Slovenian users. In recent trend of marketing in social networking sites, various brand communications are widely used to attract targeted leads. So, this study would help to know the effectiveness of communication and strategy done through social networking media which make the target audience to participate in this kind of advertising.

Keywords: internet; social networking media; fast moving consumer goods; brand; Slovenia (search for similar items in EconPapers)
Date: 2013
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