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Social Media: At the crossroads of efficient marketing and ethics


  • GOGA, Traian
  • VARLAN, Filip


The Internet has changed the whole world through its scale and accessibility. Even if the information can be found easier than ever, it triggers a whole series of effects on many aspects of modern life as well as in a wide range of domains. Marketing is directly influenced by the Internet which has given the modern marketers new and countless possibilities. The development of the social networks led to a dynamic movement of information. The information quantity and quality along with the outsourcing process are among the challenges of todays social media phenomena. Different kind of databases implied the need for an efficient management. Informal guidelines have appeared in order to facilitate good practices among social media users. That is a very sensitive chapter and requires not only a technical but also an ethical approach.

Suggested Citation

  • GOGA, Traian & VARLAN, Filip, 2012. "Social Media: At the crossroads of efficient marketing and ethics," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 3(2), pages 24-34, June.
  • Handle: RePEc:rdc:journl:v:3:y:2012:i:2:p:25-34

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    References listed on IDEAS

    1. Neslin, Scott A. & Shankar, Venkatesh, 2009. "Key Issues in Multichannel Customer Management: Current Knowledge and Future Directions," Journal of Interactive Marketing, Elsevier, vol. 23(1), pages 70-81.
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    More about this item


    social networks; Internet; marketing; ethics; strategy; information; quantity; quality; outsourcing;

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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