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Characteristics and Development of Social Media as a Marketing Communications Tool

Author

Listed:
  • Irina Iosub

    (The Bucharest University of Economic Studies)

  • Adelina Ivanov

    (The Bucharest University of Economic Studies)

  • Dan Smedescu

    (The Bucharest University of Economic Studies)

Abstract

The purpose of this paper is to provide a careful analysis of the characteristics and evolution of the major social media platforms used both in Romania and abroad, as well as some practical insights on the consumer use of social media platforms and its business and marketing communication potential. Development of modern technologies and various devices have increased the willingness to communicate through channels that are interactive and attractive at the same time. Therefore, at this time there are virtual communities whose members participate, receive and share information and at the same time bring something new, socialize and become influencers. Dynamic changes in the online environment as well as its evolution require a new approach, from a marketing perspective, of how social media platforms can be used to improve communication between a company and its consumers, users or potential customers. In this context, the analysis and practical insights presented are useful for entrepreneurs and managers who are interested in using social media as part of their marketing communication strategy.

Suggested Citation

  • Irina Iosub & Adelina Ivanov & Dan Smedescu, 2016. "Characteristics and Development of Social Media as a Marketing Communications Tool," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 339-345, September.
    • Handle: RePEc:aes:jetimm:v:1:y:2016:i:1:p:339-345
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    References listed on IDEAS

    as
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    2. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    3. Hong, Sounman, 2012. "Online news on Twitter: Newspapers’ social media adoption and their online readership," Information Economics and Policy, Elsevier, vol. 24(1), pages 69-74.
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    More about this item

    Keywords

    Social media; marketing communication; Internet; interaction; interactivity.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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