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Particularities of the Marketing Communication Strategy through Social Media


  • Ionescu Andreea

    () (Faculty of Marketing/Department of Marketing, Bucharest Academy of Economic Studies)

  • Ciceo Andreea Teodora

    () (Faculty of Marketing/Department of Marketing, Bucharest Academy of Economic Studies)


Consumers are confronted daily with dozens of decisions on buying a product and more than ever they refer to Social Media as the main and most important source of information and impressions from consumers worldwide. This article tackles the issue that companies nowadays still struggle with: understanding, properly using and incorporating Social Media marketing efforts into the overall marketing communications strategy. Moreover, it presents the particularities of communicating through Social Media instruments, as well as the advantages and disadvantages of using such online communication environments, thus offering companies a comprehensive guidebook on this matter.

Suggested Citation

  • Ionescu Andreea & Ciceo Andreea Teodora, 2013. "Particularities of the Marketing Communication Strategy through Social Media," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 806-809, May.
  • Handle: RePEc:ovi:oviste:v:xii:y:2012:i:1:p:806-809

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    More about this item


    Social Media; marketing communications; strategy; Web 2.0; word-of-mouth.;

    JEL classification:

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


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