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Social Media Instruments’ Evolution and Importance for the Marketing Communications Mix - An International Social Media Experts Analysis


  • Andreea Pachițanu

    () (The Bucharest University of Economic Studies)


In endeavoring to create an objective image of the social media ecosystem as it is today, the author felt it was absolutely essential to discover and analyze the perspective of international experts, the ones who represent the spearhead in social media evolution and its future trends, this also being an essential step in crafting a “portrait" of the role, importance, typologies and strategies specific to social media instruments. The present analysis, based on an exploratory qualitative research investigating the perceptions of international experts on the role, importance and specific ways in which social media instruments are currently used globally, the main future developments and the ways companies can harness their full potential, not only generates useful information for Romanian companies and valuable examples of good practices, but it can also become a guide for social media investment efforts on the Romanian market, while also being an irrefutable proof of the importance of this topic for companies and managers which are still skeptical about this. 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, 2017. "Social Media Instruments’ Evolution and Importance for the Marketing Communications Mix - An International Social Media Experts Analysis," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 240-248, October.
  • Handle: RePEc:aes:jetimm:v:1:y:2017:i:1:p:240-248

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    References listed on IDEAS

    1. Kristine de Valck & Roberts Kozinets & Andrea Wojnicki & Sarah Wilner, 2010. "Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities," Post-Print hal-00458424, HAL.
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    More about this item


    Social media; integrated marketing communications; international experts; qualitative research; communications strategy.;

    JEL classification:

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


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