BRAND COMMUNICATION ON SOCIAL NETWORKS

• Main Author: Otilia-Elena PLATON
• Format: Article
• Language: English
• Published: Nicolae Titulescu University Publishing House 2015-07-01
• Series: Challenges of the Knowledge Society
• Subjects: online marketing; brand communication; online marketing communication; social networks; Facebook.
• Online Access: http://cks.univnt.ro/uploads/cks_2015_articles/index.php?dir=06_business_administration_and_marketing%2F&download=CKS+2015_business_administration_and_marketing_art.106.pdf

The communication represents a basic element for the marketing activity that helps companies to achieve their objectives. Building long-term relationships between brands and consumers is one of the most important objectives pursued by marketers. This involves brand communication and creating multiple connections with consumers, even in the online environment. From this point of view, social networks proved to be an effective way of linking brands and consumers online. This paper aims to present some aspects involved by the usage of social networks in brand communication by analyzing several examples of online marketing campaigns implemented on Facebook on the occasion of Valentine's Day by six different brands.