Abstract
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 language | English |
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Pages (from-to) | 125-133 |
Journal | Revista GEMInIS |
Volume | 3 |
Issue number | 1 |
Publication status | Published - 2012 |
Keywords
- social media activism
- digital marketing
- digital communication