The role of social media in the marketing communication proces
DOI:
https://doi.org/10.52934/wpz.2023.04Keywords:
social media marketing, brand awareness, marketing strategies, customerAbstract
The article discusses the role of social media in the marketing communication process. Particular attention was paid to the differences that exist between social media and social media marketing. The publication also presents a classification of social media and, based on secondary data, characterizes the main users.
The considerations undertaken in the study indicate the important position of social media in the area of communication of companies with the market environment. Through social media, companies interact with consumers and gain a better understanding of buyers’ requirements and expectations. This allows managers to develop more effective marketing campaigns and, in particular, to tailor them to the expectations of the target group and create appropriate “brand awareness” among customers.
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