Social networking as an advertising medium on the Internet (CROSBI ID 566904)
Prilog sa skupa u časopisu | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Gregurec, Iva ; Vranešević, Tihomir
engleski
Social networking as an advertising medium on the Internet
The current crisis and profound political, economic and business changes urge companies to implement innovations. If companies want to be competitive, if they intend to keep their existing customers as well as attract new ones and need to use new techniques, new media and new trends, In other words, they need to be innovative. One of these recent trends is social networking. Social networks such as Facebook and MySpace attract a huge number of users (Facebook, for example, has more than 300 million active users), whose wish to belong to a certain community stimulates them to join a social network. It is this huge number of users and the sense of belonging that encourage companies to consider social networks as a potential advertising medium. This fast-growing Internet trend, or rather, phenomenon, which came into existence as a place to communicate, stay in touch with families, meet friends, as a place to share an unlimited number of photos, links and videos, is now becoming a very important advertising medium. Large enterprises such as Coca Cola, Adidas and Starbucks are introducing social networks as their standard advertising medium to easily reach their potential customers. On their social network pages they have more than 4, 000, 000 fans who exchange experiences, express their opinions, wishes, needs and preferences concerning certain products and brands. Whereas customers are pleased because they can express their opinion, companies are satisfied because they can reduce their costs and have access to information important to easily satisfy consumers. As a result, owing to social networks, companies are increasing their consumer trust and brand value.
advertising; Internet; social networking
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Podaci o prilogu
132-139.
2010.
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objavljeno
Podaci o matičnoj publikaciji
International journal of management cases
Vignali, Gianpaolo
Darwen: International Journal of Management Cases
1741-6264
Podaci o skupu
7th Circle Conference for Consumer Behaviour and Retailing Research
predavanje
07.04.2010-09.04.2010
Estoril, Portugal