Social media: a way of activism in digital marketing communication

Irene Garcia Medina, Pedro Pereira Correia

    Research output: Contribution to journalArticle


    Today, social media are the new way of activism in digital marketing communication. Companies are no longer the exclusive owners of the relation of consumers with their products/services; instead, the survival of the organizations depends of the effective utilization of the social media. Consumers trust other people to provide recommendations about products and services in a very active way and it is important to know how and why social media influence organizations. This study analyzes through a literature review the importance of activism through social media for digital marketing communica-tion and proposes a model of business for successful marketing strategies.
    Original languageEnglish
    Pages (from-to)125-133
    JournalRevista GEMInIS
    Issue number1
    Publication statusPublished - 2012


    • social media activism
    • digital marketing
    • digital communication

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