出版社：University of Bucharest and Nicolae Titulescu University
摘要：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 applicationsand their number of users has captured the marketers’ attention. Companies have started to rethinktheir relationships with consumers and adapt to the new online world. In this virtual world of socialnetworks the public is the key element. Consumers perceive the social network as a personal spacewhere they control the content. They decide on their own what they want to see and share withothers. Thus, in order to manage marketing communications effectively, marketers must know theconsumers’ opinions towards their presence in social networks.
关键词：online marketing; online advertising; social networks; Social Media; marketing;research
