Digital Marketing Influence On The Formation Of Brand Communities
AbstractThe digital environment in which the interests of communicating and promoting brands is manifested, in a growing extent, exerts its influence on dynamic economic sectors, changing consumer habits but mainly affects how content is consumed in brand communities. This environment is still not a channel or ad format yet, forming a parallel reality, a complex system which is constantly changing. To enter and to remain here, brand owner organizations must approach communication, both in entertainment as well as in production and sales in a most pleasant and useful way for members of the communities they support. In this context, this paper consists in a qualitative research method; various sources of secondary information such as summaries of some events, analysis, case studies, etc. have been consulted accordingly.
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Bibliographic InfoArticle provided by Constantin Brancoveanu University in its journal Management Strategies Journal.
Volume (Year): 15 (2012)
Issue (Month): 1 ()
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Web page: http://www.univcb.ro/
digital marketing; brand community; consumers; content; promotion;
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- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
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