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Digital Marketing Influence On The Formation Of Brand Communities

  • Cristian MOROZAN

    ()

    (“Constantin Brâncoveanu” University, Romania)

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    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.

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    Article provided by Constantin Brancoveanu University in its journal Management Strategies Journal.

    Volume (Year): 15 (2012)
    Issue (Month): 1 ()
    Pages: 37-43

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    Handle: RePEc:brc:journl:v:15:y:2012:i:1:p:37-43
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