The role of social media as a tool of a company’s innovative communication activities
Journal Title: Zeszyty Naukowe Małopolskiej Wyższej Szkoły Ekonomicznej w Tarnowie - Year 2013, Vol 23, Issue 2
Abstract
Social media and social networks conquer with surprisingly increasing rhythms more and more users and that is why they are implemented by many companies. The aim of this paper is to provide explanations of the term ‘social media’, their most widely accepted presentation, their use from the perspective of advertising and their effectiveness, with special emphasis on Facebook. An important goal of this paper is the presentation of innovative ideas important to the advertising market in an attempt to more fully attract potential customers with the use of new technologies. The article aims to present the way social media networks may be employed from companies and the advertising vehicles employed on Facebook which may enhance the company’s innovative communication and advertising activities. This paper is a reflexion of the implications of the generalized use of information technology and social networks for business through advertising and it examines the type of opportunities the social networks of companies present for it. It introduces the concept of the ‘imagined community’, which is associated with the sense of belonging to a group, a concept that may be related to the innovative communication activities of a company. In that way, the paper offers a theoretical contribution to the way social media may offer the opportunity for companies to effectively target their consumers and allow for them to be part of an ‘imagined community’, a concept that may well be used for the environment social media offer, transcending physical boundaries.
Authors and Affiliations
Konstantinos Danias, Androniki Kavoura
Keywords
Related Articles
- EP ID EP94031
- DOI -
- Views 105
- Downloads 0
Entrepreneurship in tourism as exemplified by the Lubusz Voivodeship. Present state and development perspectives
Tourism is a vibrant economy in Poland and in the world. As a positive economic policy phenomenon, it plays an increasingly important role in the economies of most countries of the world. Tourism helps in combating such...
Youth tourist trips - objectives and ways of splendid free time: comparative analysis 2002-2007
Tourist trips are one of the most attractive opportunities for juveniles to spend their free time. They are a perfect occasion to gain some practical knowledge, improve skills and shaping one's own important character fe...
Wpływ komentarzy internetowych na klientów i biura podróży
W ciągu ostatnich kilku lat branża turystyczna przeszła ogromne zmiany. Musiała zmagać się nie tylko z kryzysem ekonomicznym, ale też z ogromnymi wyzwaniami, jakie postawiły przed nią pojawiające się na rynku internetowe...
Tax strategy of the company
The article addresses the issue of tax strategies. The first part describes the essence and functions of taxes. The second part is devoted to the fiscal policy of the company as one of the functional strategy. This paper...
The meaning of the civil society in the formation of the region’s development
The article deals with the matter of determinant of the region’s development, particularly of the civil society and its meaning in the region. The ideas of the region and its development are presented and the value of fa...