DIGITAL MARKETING INFLUENCE ON THE FORMATION OF BRAND COMMUNITIES

• Main Author: Cristian, Morozan
• Format: Article
• Language: English
• Published: Universităţii "Constantin Brâncoveanu" 2012-01-01
• Series: Strategii Manageriale
• Subjects: digital marketing; brand community; consumers; content; promotion
• Online Access: http://www.strategiimanageriale.ro/images/images_site/articole/article_206785ea39cb015baa5b9b3dfa84bf32.pdf

The digital environment in which the interests of communicating and promoting brands is manifested, in a growing extent, exerts its influence on dynamic economic sectors, changing consumer habits but mainly affects how content is consumed in brand communities. This environment is still not a channel or ad format yet, forming a parallel reality, a complex system which is constantly changing. To enter and to remain here, brand owner organizations must approach communication, both in entertainment as well as in production and sales in a most pleasant and useful way for members of the communities they support. In this context, this paper consists in a qualitative research method; various sources of secondary information such as summaries of some events, analysis, case studies, etc. have been consulted accordingly.