Naslov
Social networking as an advertising medium on the Internet

Autori
Gregurec, Iva ; Vranešević, Tihomir

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
International Journal of Management Cases / Vignali, Gianpaolo - Darwen : International Journal of Management Cases, 2010, 132-139

Skup
7th CIRCLE Conference for Consumer Behaviour and Retailing Research

Mjesto i datum
Estoril, Portugal, 07.04.2010. - 09.04.2010

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
advertising; Internet; social networking

Sažetak
The current crisis and profound political, economic and business changes urge companies to implement innovations. If companies want to be competitive, if they intend to keep their existing customers as well as attract new ones and need to use new techniques, new media and new trends, In other words, they need to be innovative. One of these recent trends is social networking. Social networks such as Facebook and MySpace attract a huge number of users (Facebook, for example, has more than 300 million active users), whose wish to belong to a certain community stimulates them to join a social network. It is this huge number of users and the sense of belonging that encourage companies to consider social networks as a potential advertising medium. This fast-growing Internet trend, or rather, phenomenon, which came into existence as a place to communicate, stay in touch with families, meet friends, as a place to share an unlimited number of photos, links and videos, is now becoming a very important advertising medium. Large enterprises such as Coca Cola, Adidas and Starbucks are introducing social networks as their standard advertising medium to easily reach their potential customers. On their social network pages they have more than 4, 000, 000 fans who exchange experiences, express their opinions, wishes, needs and preferences concerning certain products and brands. Whereas customers are pleased because they can express their opinion, companies are satisfied because they can reduce their costs and have access to information important to easily satisfy consumers. As a result, owing to social networks, companies are increasing their consumer trust and brand value.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA