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The Use Of Social Media As An Effective Tool For Obtaining Sustainable Competitive Advantage

Author

Listed:
  • Daliborka Blazeska

    (University of Tourism and Management Skopje, Macedonia)

  • Natasha Ristovska

    (University of Tourism and Management Skopje, Macedonia)

Abstract

Achieving a sustainable competitive advantage depends on the innovations which are largely dependent on the online marketing that initiates the use of social networks which enable the improvement of long-term relationships of the company and the focus on the particular target group. Their best results are achieved as a result of the creativity and they are ideal medium which does not require huge money investment, but energy, thinking, time and knowledge. The investment in marketing activities in the social network cannot be considered as a simple venture but as a management of several goals: the user should get to know the brand, interaction of the user with the brand and oral transmitting of the message. The paper focuses on the analysis of social networks and their influence in the direction of promoting two-way, i.e. interactive communication with consumers. On the other side, in the paper answers will be given to the question: “Which of the social networks are the most effective tools for promotion?” The results show that the applications of modern and innovative methods in the field of internet marketing are crucial for distinguishing and creating a competitive advantage.

Suggested Citation

  • Daliborka Blazeska & Natasha Ristovska, 2019. "The Use Of Social Media As An Effective Tool For Obtaining Sustainable Competitive Advantage," Business Management, D. A. Tsenov Academy of Economics, Svishtov, Bulgaria, issue 2 Year 20, pages 31-45.
    • Handle: RePEc:dat:bmngmt:y:2019:i:2:p:31-45
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    File URL: http://hdl.handle.net/10610/4099
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    References listed on IDEAS

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    1. Peters, Kay & Chen, Yubo & Kaplan, Andreas M. & Ognibeni, Björn & Pauwels, Koen, 2013. "Social Media Metrics — A Framework and Guidelines for Managing Social Media," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 281-298.
    2. Rajagopal, 2013. "Social Media Metrics," Palgrave Macmillan Books, in: Managing Social Media and Consumerism, chapter 7, pages 132-151, Palgrave Macmillan.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Social networking; competitive advantage; effectiveness; promotion;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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