Client Trust in Trade Brands:Marketing in the Context of Social Networks
AbstractSocial networks are increasingly exploited for marketing purposes. The innovativeness and specifics of this communication tool have opened up excellent opportunities for trade brands to have exposure to a wide group of consumers. These potentials were swiftly discerned by marketers so that the presence of the brand in Social Media is no longer an unusual measure, but conversely it has become a mandatory activity. The official profile for the brand as well as stimulation of the Internet community around it not only allows for reaching the net users with a direct message, but also enables creation of the required brand image without leaving it to chance. The objective of this study is to demonstrate the trust of the clients in brands generated by their creation in social networks. The paper gives insights into an analysis and interpretation of the author’s own research accomplished and detailed findings of the issues examined, i.e. issues relating to the activity of trade brands in the sphere of Social Media. Ultimately the surveys were expected to indicate whether there is correlation between the initiatives launched by the brand in social networks and accomplishment of the marketing objectives previously set, as well as to display the response of ordinary clients to this specific form of marketing.
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This chapter was published in: Wioletta Wereda , , pages 973-985, 2013.
This item is provided by ToKnowPress in its series Active Citizenship by Knowledge Management & Innovation: Proceedings of the Management, Knowledge and Learning International Conference 2013 with number 973-985.
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client trust; social networks; innovativeness of contemporarymarket communication; social media;
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