BRAND COMMUNICATION ON SOCIAL NETWORKS
The communication represents a basic element for the marketing activity that helps companies to achieve their objectives. Building long-term relationships between brands and consumers is one of the most important objectives pursued by marketers. This involves brand communication and creating multipl...
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| Format: | Article |
| Language: | English |
| Published: |
Nicolae Titulescu University Publishing House
2015-07-01
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| Series: | Challenges of the Knowledge Society |
| Subjects: | |
| Online Access: | http://cks.univnt.ro/uploads/cks_2015_articles/index.php?dir=06_business_administration_and_marketing%2F&download=CKS+2015_business_administration_and_marketing_art.106.pdf |
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| _version_ | 1850040288940130304 |
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| author | Otilia-Elena PLATON |
| author_facet | Otilia-Elena PLATON |
| author_sort | Otilia-Elena PLATON |
| collection | DOAJ |
| description | The communication represents a basic element for the marketing activity that helps companies to achieve their objectives. Building long-term relationships between brands and consumers is one of the most important objectives pursued by marketers. This involves brand communication and creating multiple connections with consumers, even in the online environment. From this point of view, social networks proved to be an effective way of linking brands and consumers online. This paper aims to present some aspects involved by the usage of social networks in brand communication by analyzing several examples of online marketing campaigns implemented on Facebook on the occasion of Valentine's Day by six different brands. |
| format | Article |
| id | doaj-art-ef3da9178e6740408b17f8b3aa5efad6 |
| institution | DOAJ |
| issn | 2068-7796 2068-7796 |
| language | English |
| publishDate | 2015-07-01 |
| publisher | Nicolae Titulescu University Publishing House |
| record_format | Article |
| series | Challenges of the Knowledge Society |
| spelling | doaj-art-ef3da9178e6740408b17f8b3aa5efad62025-08-20T02:56:08ZengNicolae Titulescu University Publishing HouseChallenges of the Knowledge Society2068-77962068-77962015-07-0151743749BRAND COMMUNICATION ON SOCIAL NETWORKSOtilia-Elena PLATON0Teaching Assistant, Faculty of Economics, “Nicolae Titulescu” University of Bucharest; PhD Candidate, the Bucharest University of Economic Studies (e-mail: otiliapl@yahoo.com).The communication represents a basic element for the marketing activity that helps companies to achieve their objectives. Building long-term relationships between brands and consumers is one of the most important objectives pursued by marketers. This involves brand communication and creating multiple connections with consumers, even in the online environment. From this point of view, social networks proved to be an effective way of linking brands and consumers online. This paper aims to present some aspects involved by the usage of social networks in brand communication by analyzing several examples of online marketing campaigns implemented on Facebook on the occasion of Valentine's Day by six different brands.http://cks.univnt.ro/uploads/cks_2015_articles/index.php?dir=06_business_administration_and_marketing%2F&download=CKS+2015_business_administration_and_marketing_art.106.pdfonline marketingbrand communicationonline marketing communicationsocial networksFacebook. |
| spellingShingle | Otilia-Elena PLATON BRAND COMMUNICATION ON SOCIAL NETWORKS Challenges of the Knowledge Society online marketing brand communication online marketing communication social networks Facebook. |
| title | BRAND COMMUNICATION ON SOCIAL NETWORKS |
| title_full | BRAND COMMUNICATION ON SOCIAL NETWORKS |
| title_fullStr | BRAND COMMUNICATION ON SOCIAL NETWORKS |
| title_full_unstemmed | BRAND COMMUNICATION ON SOCIAL NETWORKS |
| title_short | BRAND COMMUNICATION ON SOCIAL NETWORKS |
| title_sort | brand communication on social networks |
| topic | online marketing brand communication online marketing communication social networks Facebook. |
| url | http://cks.univnt.ro/uploads/cks_2015_articles/index.php?dir=06_business_administration_and_marketing%2F&download=CKS+2015_business_administration_and_marketing_art.106.pdf |
| work_keys_str_mv | AT otiliaelenaplaton brandcommunicationonsocialnetworks |