Social media: a way of activism in digital marketing communication

Irene Garcia Medina, Pedro Pereira Correia

    Research output: Contribution to journalArticlepeer-review


    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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