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.
|Publication status||Published - 2012|
- social media activism
- digital marketing
- digital communication
Garcia Medina, I., & Pereira Correia, P. (2012). Social media: a way of activism in digital marketing communication. Revista GEMInIS, 3(1), 125-133. http://www.revistageminis.ufscar.br/index.php/geminis/article/view/102/76