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


  • Andreea Pachițanu

    () (The Bucharest University of Economic Studies)


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

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    References listed on IDEAS

    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, vol. 35(9), pages 770-790, August.
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    More about this item


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

    JEL classification:

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


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