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An Analysis of the Social Media Presence of the Brands

Author

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  • OTILIA-ELENA PLATON

    (The Bucharest University of Economic Studies 6 Piața Romana, 1st District, Bucharest, ROMANIA)

Abstract

Brands need to be close to consumers. The pursuing of this objective convinced an increasing number of companies to start using social media tools, such as social networks or blogs, in order to communicate with a great number of consumers. Hence, social media is rapidly turning into an important part of the brand communication strategy. The power of social media marketing can help the companies to create brand awareness and also to enhance the consumers’ engagement with a brand. Nowadays people seem to enjoy being part of an online brand community. Building a strong social media presence is an efficient way to generate high visibility for the brand. But the companies looking to reach greater exposure for their brand have to vie with dozens of other brands that seek to gain the same consumers’ attention. This is why the authenticity and the credibility are essential aspects that increase the chances of success. Based on the investigation of secondary data sources, this paper aims to analyze the social media presence of some of the most successful brands in Romania. Looking at some examples of social media marketing campaigns, this paper will outline the importance and the impact of such practices for the long-lasting customer relationship and the brand image.

Suggested Citation

  • Otilia-Elena Platon, 2014. "An Analysis of the Social Media Presence of the Brands," Global Economic Observer, "Nicolae Titulescu" University of Bucharest, Faculty of Economic Sciences;Institute for World Economy of the Romanian Academy, vol. 2(1), pages 192-201, May.
    • Handle: RePEc:ntu:ntugeo:vol2-iss1-14-192
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    Citations

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    Cited by:

    1. Gabriela ZAI, 2018. "The Image Of Romania In The World, Outlined By Successful Romanian Brands," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 12(1), pages 848-851, November.
    2. Otilia-Elena Platon, 2015. "An Exploratory Study Regarding the Brand-Consumer Relationship in Social Media," Global Economic Observer, "Nicolae Titulescu" University of Bucharest, Faculty of Economic Sciences;Institute for World Economy of the Romanian Academy, vol. 3(1), pages 135-140, May.

    More about this item

    Keywords

    social media; online marketing communication; brands; brand awareness; brand image; online customer relationship;
    All these keywords.

    JEL classification:

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

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