The effect of social media in firms' marketing strategy
Authors: Samanta, Irene 
Publisher: Nova Science Publishers
Issue Date: 1-Jan-2012
Journal: Journal of Marketing and Operations Management Research 
Volume: 2
Issue: 3
Keywords: Social media, Marketing strategy, Communication
Abstract: 
The purpose of this research is to examine the perceptions of executives of firms in Greece on social networks to integrate marketing strategies to them. Moreover the research explores the use of social networks by the companies in order to gain competitive advantage. A quantitative survey was been conducted involving executives in Greece. The findings showed that companies enhance their corporate reputation and recognition of the trade marks through social networks. Moreover, firms interact with the audience by building trusting relationships between organizations and consumers.
ISSN: 1949-4912
URI: https://uniwacris.uniwa.gr/handle/3000/2111
Type: Article
Department: Department of Business Administration 
School: School of Administrative, Economics and Social Sciences 
Affiliation: University of West Attica (UNIWA) 
Appears in Collections:Articles / Άρθρα

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