Social Media Marketing: Engaging with Consumers in Digital Era

8 Pages Posted: 19 Nov 2018

See all articles by Aleksandar Grubor

Aleksandar Grubor

University of Novi Sad - Faculty of Economics Subotica

Olja Jakša

University of Novi Sad - Faculty of Economics Subotica

Date Written: September 6, 2018

Abstract

In technology driven world, social media has become one of the cornerstones for growing a successful business. As a costly-effective tool, it overcomes traditional media channels, improves word-of-mouth communication and transforms business models adjusting them to the next generation of interaction with whole market in digital environment. Various social media platforms provide wide spectrum of options for creative approach in engaging consumers, taking them and their whole network of connections on an exciting decision journey, through each step of marketing funnel. Embracing inputs from all users, social media marketing is evolving each day and generates numerous opportunities for digital marketing managers. Consequently, it has become top communication priority, which is both challenging and risky, but inevitable part of integrated marketing communication strategy. Thus, the aim of this paper is to point out all dimensions of social media marketing in digital era, by analysing theoretical and practical standpoints from the available literature, scientific papers and studies in the given field.

Keywords: social media marketing, digital marketing, internet marketing, online marketing

JEL Classification: M31

Suggested Citation

Grubor, Aleksandar and Jakša, Olja, Social Media Marketing: Engaging with Consumers in Digital Era (September 6, 2018). 2018 ENTRENOVA Conference Proceedings. Available at SSRN: https://ssrn.com/abstract=3283718 or http://dx.doi.org/10.2139/ssrn.3283718

Aleksandar Grubor (Contact Author)

University of Novi Sad - Faculty of Economics Subotica ( email )

Segedinski put 9-11
Subotica, 24000
Serbia

Olja Jakša

University of Novi Sad - Faculty of Economics Subotica ( email )

Segedinski put 9-11
Subotica, 24000
Serbia

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