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Social Media Marketing: Engaging with Consumers in Digital Era

In: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Split, Croatia, 6-8 September 2018

Author

Listed:
  • Grubor, Aleksandar
  • Jakša, Olja

Abstract

In technology driven world, social media has become one of the cornerstones for growing a successful business. As a costly-effective tool, it overcomes traditional media channels, improves word-of-mouth communication and transforms business models adjusting them to the next generation of interaction with whole market in digital environment. Various social media platforms provide wide spectrum of options for creative approach in engaging consumers, taking them and their whole network of connections on an exciting decision journey, through each step of marketing funnel. Embracing inputs from all users, social media marketing is evolving each day and generates numerous opportunities for digital marketing managers. Consequently, it has become top communication priority, which is both challenging and risky, but inevitable part of integrated marketing communication strategy. Thus, the aim of this paper is to point out all dimensions of social media marketing in digital era, by analysing theoretical and practical standpoints from the available literature, scientific papers and studies in the given field.

Suggested Citation

  • Grubor, Aleksandar & Jakša, Olja, 2018. "Social Media Marketing: Engaging with Consumers in Digital Era," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2018), Split, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Split, Croatia, 6-8 September 2018, pages 356-363, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    • Handle: RePEc:zbw:entr18:183846
    as

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    References listed on IDEAS

    as
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    2. Kannan, P.K. & Li, Hongshuang “Alice”, 2017. "Digital marketing: A framework, review and research agenda," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 22-45.
    3. Tiago, Maria Teresa Pinheiro Melo Borges & Veríssimo, José Manuel Cristóvão, 2014. "Digital marketing and social media: Why bother?," Business Horizons, Elsevier, vol. 57(6), pages 703-708.
    4. Leeflang, Peter S.H. & Verhoef, Peter C. & Dahlström, Peter & Freundt, Tjark, 2014. "Challenges and solutions for marketing in a digital era," European Management Journal, Elsevier, vol. 32(1), pages 1-12.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    social media marketing; digital marketing; internet marketing; online marketing;
    All these keywords.

    JEL classification:

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

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