IDEAS home Printed from https://ideas.repec.org/a/aes/jetimm/v1y2016i1p346-353.html
   My bibliography  Save this article

Social media instruments’ use and importance for the marketing communications mix - An exploratory analysis on companies' in Romania

Author

Listed:
  • Andreea Pachițanu

    (The Bucharest University of Economic Studies)

Abstract

The emergence and unprecedented popularity of social media among consumers has dramatically changed the balance of forces involved in the attention economy: who pays attention to what, who influences these decisions and how they are monitored and measured, which is the response speed, and most importantly, how all this is monetized. The social component of the Internet is not just hype, it’s a fundamental change in the way consumers shop, play, communicate, get information, interact, collaborate or create and the whole relational universe of an individual is involved. Taking this into account, the article presents the main outcomes of an exploratory qualitative research investigating the marketing activities of companies in the consumer goods sector (FMCG) in Romania (with a focus on online marketing activities), with the purpose of investigating the use, overall knowledge, importance and evolution of specific social media tools for the companies' marketing communications mix. The article comprises a summary of relevant research related to social media marketing, the description and analysis of the research methodology and the main outcomes, followed by limitations and conclusions.

Suggested Citation

  • Andreea Pachițanu, 2016. "Social media instruments’ use and importance for the marketing communications mix - An exploratory analysis on companies' in Romania," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 346-353, September.
    • Handle: RePEc:aes:jetimm:v:1:y:2016:i:1:p:346-353
    as

    Download full text from publisher

    File URL: http://www.etimm.ase.ro/RePEc/aes/jetimm/2016/ETIMM_V01_2016_108.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Manfred Bruhn & Verena Schoenmueller & Daniela B. Schäfer, 2012. "Are social media replacing traditional media in terms of brand equity creation?," Management Research Review, Emerald Group Publishing Limited, vol. 35(9), pages 770-790, August.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Idongesit Oto Eshiett & Oto Eyamba Eshiett, 2023. "Social Media Food Ads Hype and Adolescent Obesity Upsurge in Nigeria," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(7), pages 1854-1868, July.
    2. Tony Cooper & Constantino Stavros & Angela R. Dobele, 2019. "The levers of engagement: an exploration of governance in an online brand community," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 240-254, May.
    3. Breithaupt, Patrick & Kesler, Reinhold & Niebel, Thomas & Rammer, Christian, 2020. "Intangible capital indicators based on web scraping of social media," ZEW Discussion Papers 20-046, ZEW - Leibniz Centre for European Economic Research.
    4. Stachowiak-Krzyżan Magda, 2021. "Involvement of Generation Z in the Communication Activities of Clothing Brands in Social Media — The Case of Poland," Marketing of Scientific and Research Organizations, Sciendo, vol. 41(3), pages 115-136, September.
    5. Zofia Saternus & Patrick Weber & Oliver Hinz, 2022. "The effects of advertisement disclosure on heavy and light Instagram users," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1351-1372, September.
    6. Howard Stribbell & Somsit Duangekanong, 2022. "Satisfaction as a key antecedent for word of mouth and an essential mediator for service quality and brand trust in international education," Palgrave Communications, Palgrave Macmillan, vol. 9(1), pages 1-11, December.
    7. Elvis Madondo & Douglas Chiguvi & Ruramayi Tadu, 2019. "Assessment of the Effectiveness of Traditional Media for the Promotion of Tourism in This Digital Age in KwaZulu-Natal South Africa," Business and Management Studies, Redfame publishing, vol. 5(4), pages 49-61, December.
    8. Omar SALEM, 2020. "Social Media Marketing In Higher Education Institutions," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 23, pages 191-196, August.
    9. Dima Sawaftah & Ahmad Aljarah & Eva Lahuerta-Otero, 2021. "Power Brand Defense Up, My Friend! Stimulating Brand Defense through Digital Content Marketing," Sustainability, MDPI, vol. 13(18), pages 1-17, September.
    10. Chantal Rootman, 2016. "How social media tools influence brand image and buying behaviour in the South African food retail industry," Proceedings of Business and Management Conferences 3405542, International Institute of Social and Economic Sciences.
    11. Saeed M.Z.A. Tarabieh, 2017. "The Synergistic Impact of Social Media and Traditional Media on Purchase Decisions: The Mediating Role of Brand Loyalty," International Review of Management and Marketing, Econjournals, vol. 7(5), pages 51-62.
    12. Silvia Parusheva, 2017. "Social Media Banking Models: a Case Study of à Practical Implementation in Banking Sector," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 3, pages 125-141.
    13. Lian Tang & Siti Zobidah Omar & Jusang Bolong & Julia Wirza Mohd Zawawi, 2021. "Social Media Use Among Young People in China: A Systematic Literature Review," SAGE Open, , vol. 11(2), pages 21582440211, May.
    14. Khoirina Kencana Ningrum & Ratna Roostika, 2021. "The influence of social media marketing activities on consumer engagement and brand knowledge in the culinary business in Indonesia," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(5), pages 34-45, July.
    15. Shu-Hsien Liao & Da-Chian Hu & Huan-Lun Chou, 2022. "Consumer Perceived Service Quality and Purchase Intention: Two Moderated Mediation Models Investigation," SAGE Open, , vol. 12(4), pages 21582440221, December.
    16. Ćurlin Tamara & Jaković Božidar & Miloloža Ivan, 2019. "Twitter usage in Tourism: Literature Review," Business Systems Research, Sciendo, vol. 10(1), pages 102-119, April.
    17. Hu, Han-fen & Krishen, Anjala S. & Barnes, Jesse, 2023. "Through narratives we learn: Exploring knowledge-building as a marketing strategy for prosocial water reuse," Journal of Business Research, Elsevier, vol. 158(C).
    18. Wioleta Kucharska, 2017. "Consumer social network brand identification and personal branding. How do social network users choose among brand sites?," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1315879-131, January.
    19. Amel Pintol & Nereida Hadziahmetovic, 2023. "The Mediating Role of Brand Trust in Social Media Marketing Activities and Brand Equity Relationship: Case of Bottled Water Brands in the Market of Bosnia and Herzegovina," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 9(1), pages 5-20.
    20. Algharabat, Raed & Rana, Nripendra P. & Alalwan, Ali Abdallah & Baabdullah, Abdullah & Gupta, Ashish, 2020. "Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).

    More about this item

    Keywords

    Social media; integrated marketing communications; fast moving consumer goods; qualitative research; communications strategy.;
    All these keywords.

    JEL classification:

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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aes:jetimm:v:1:y:2016:i:1:p:346-353. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lucian Onisor (email available below). General contact details of provider: https://edirc.repec.org/data/aseeero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.