CONSUMER OPINIONS TOWARDS ONLINE MARKETING COMMUNICATION AND ADVERTISING ON SOCIAL NETWORKS

On the Internet, a medium that has already proven its effectiveness in marketing activities, changes take place with astonishing speed. The recent explosion of social networking applications and their number of users has captured the marketers’ attention. Companies have started to rethink their relationships with consumers and adapt to the new online world. In this virtual world of social networks the public is the key element. Consumers perceive the social network as a personal space where they control the content. They decide on their own what they want to see and share with others. Thus, in order to manage marketing communications effectively, marketers must know the consumers’ opinions towards their presence in social networks

An Analysis of the Social Media Presence of the Brands

Brands need to be close to consumers. The pursuing of this objective convinced an increasing number of companies to start using social media tools, such as social networks or blogs, in order to communicate with a great number of consumers. Hence, social media is rapidly turning into an important part of the brand communication strategy. The power of social media marketing can help the companies to create brand awareness and also to enhance the consumers’ engagement with a brand. Nowadays people seem to enjoy being part of an online brand community. Building a strong social media presence is an efficient way to generate high visibility for the brand. But the companies looking to reach greater exposure for their brand have to vie with dozens of other brands that seek to gain the same consumers’ attention. This is why the authenticity and the credibility are essential aspects that increase the chances of success. Based on the investigation of secondary data sources, this paper aims to analyze the social media presence of some of the most successful brands in Romania. Looking at some examples of social media marketing campaigns, this paper will outline the importance and the impact of such practices for the long-lasting customer relationship and the brand image

An Exploratory Study Regarding the Brand-Consumer Relationship in Social Media

In the digital era concepts such as social networks, blogs and forums have become integrated keywords in the marketing communication strategies of brands worldwide. The old ways of building an online presence, such as simple websites, have diminished most of their relevance in front of social media tools. The ease of establishing contacts with consumers made out of these new applications propitious communication channels for more and more brands, which became present on sites like Facebook, Twitter or Google Plus, where their audience already gathered in large numbers. Social media offers the opportunity of developing close relationships with consumers and helps the brands to strengthen their awareness and image. The purpose of this paper is to present the consumers` opinions towards their relationships with brands in social media. By knowing this opinions, the brand`s communication process can be optimized and adapted to the specific consumers` needs and interests

THEORETICAL FEATURES REGARDING THE EVOLUTION OVER TIME OF THE MAIN COMMUNICATION MODELS USED FOR THE STUDY OF MASS COMMUNICATION

In the context of increasingly accelerated development of technology and particularly of the Internet, mass communication acquires new meanings. This article proposes a brief theoretical approach to the study of mass communication as it was treated in the specific literature of the 50s and 60s, when there was little talk about new technologies. However, many features identified since then still retain their topicality and for this reason it is interesting to note the evolution over time of the main communication models that were and some of them still are used for the study of mass communication. They are relevant to the context in which a complete study of mass communication is required, not only from the perspective of the present, but also from the period in which it was outlined. Thus, this article is divided into three main sections: the first part represents the meaning of communication in a general sense, so that the second part to represent the mass communication process and its characteristics, and the last part to represent the main models of communication in the order in which they have occurred, and especially aiming at new features that each of them brought

ETHNOMARKETING - A NEW PARADIGM THAT REFLECTS MARKETING’S CONCERN FOR THE CULTURAL DIMENSION OF THE MARKET

Culture has often been regarded as one of the main determinants of consumer behavior and of the symbolism acquired by certain products. It is well known that states are composed of many subcultures and that cultural diversity is an ever-present topic. Culture has invaded the entire current range of business, its presence is seen everywhere, and marketing makes no exception. In this context and considering culture as an important factor that conducts and guides the entrepreneurial success, the following paper reveals some important concepts, characteristics and principles of ethnomarketing for a better exploitation of market opportunities, especially on its consumer behavior dimension

Smart Academic and Professional Education

The evolution of technology brings closer the endless possibilities of education, allowing a human to learn something new anywhere and anytime. With the crisis created by the pandemic situation for the last two years, new ways of education have taken form to maintain the flow of learning and qualification; thus, the term “distance learning” has been implemented in all types of learning, from primary education all the way to tertiary education. This paper covers the image of tertiary education, mostly at the level of universities. Many changes took form at this level, such as developing new ways for the distance learning implementation by creating new programs dedicated for this new method of education. We will present to you how these changes took form and how they can evolve with the help of various technologies such as Blockchain and XR, and other strategic learning methods such as Massive Open Online Courses (MOOCs) and gamification. Universities start to create new programs based on their unique crypto coin, which help students pay for their studies, such as articles, new disciplines, and exchange programs. The gamification of these programs raises the interactivity that students have during class hours, thus motivating them and creating an optimal curve of learning, combined with the implementation of XR technology

Smart Academic and Professional Education

The evolution of technology brings closer the endless possibilities of education, allowing a human to learn something new anywhere and anytime. With the crisis created by the pandemic situation for the last two years, new ways of education have taken form to maintain the flow of learning and qualification; thus, the term “distance learning” has been implemented in all types of learning, from primary education all the way to tertiary education. This paper covers the image of tertiary education, mostly at the level of universities. Many changes took form at this level, such as developing new ways for the distance learning implementation by creating new programs dedicated for this new method of education. We will present to you how these changes took form and how they can evolve with the help of various technologies such as Blockchain and XR, and other strategic learning methods such as Massive Open Online Courses (MOOCs) and gamification. Universities start to create new programs based on their unique crypto coin, which help students pay for their studies, such as articles, new disciplines, and exchange programs. The gamification of these programs raises the interactivity that students have during class hours, thus motivating them and creating an optimal curve of learning, combined with the implementation of XR technology