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Digital Marketing Influence On The Formation Of Brand Communities

Author

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  • Cristian MOROZAN

    () (“Constantin Brâncoveanu” University, Romania)

Abstract

The 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.

Suggested Citation

  • Cristian MOROZAN, 2012. "Digital Marketing Influence On The Formation Of Brand Communities," Management Strategies Journal, Constantin Brancoveanu University, vol. 15(1), pages 37-43.
  • Handle: RePEc:brc:journl:v:15:y:2012:i:1:p:37-43
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    File URL: http://www.strategiimanageriale.ro/papers/120103.pdf
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    References listed on IDEAS

    as
    1. Isabelle Huault & V. Perret & S. Charreire-Petit, 2007. "Management," Post-Print halshs-00337676, HAL.
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    More about this item

    Keywords

    digital marketing; brand community; consumers; content; promotion;

    JEL classification:

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

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