摘要：In the past few years, online social networks have rapidly acquired a notable importance both for companies and for consumers all over the world. The purpose of this paper is to shed light upon the Romanian consumers’ view regarding online social networks by bringing a new perspective upon the use of online social networks so that companies can fully maximize this opportunity. An exploratory research has been conducted, aiming to reflect consumers’ awareness of this online marketing tool in the new era of social customers where companies moved from managing customers to having conversations with them. The findings of the conducted exploratory research reveals Romanian consumers’ views and attitudes regarding online social networks, the characteristics that influence their usage and the consumer typology based on the usage of online social networks. This entails a sum of conclusions on the potential that online social networks have in reaching out the social customers and recommendations for companies in order to study the phenomenon, adapt this instrument to their needs and take advantage of this opportunity to keep in touch and interact with their customer.
关键词：online social network; social customer; social media; viral marketing; word-of-mouth.
