Social Media: a way of activism in digital marketing communication

Authors

  • Irene García Medina Universidad de Vic
  • Pedro Alvaro Pereira Correia Universidad de Vic

Keywords:

ativismo de mídia social, marketing digital, comunicação digital

Abstract

Today, social media is the new form of activism in digital marketing communication. Companies are no longer the exclusive owners of the relationship of consumers with their products / services; rather, the survival of organizations depends on effective use of the media. Consumers rely on other people to provide recommendations on products and services in a very active way, and it is important to know how and why social media influences organizations. This study analyzes through a literature review the importance of activism through social media for digital marketing communication and proposes a business model for successful marketing strategies.

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Published

2012-08-06

How to Cite

GARCÍA MEDINA, I.; ALVARO PEREIRA CORREIA, P. Social Media: a way of activism in digital marketing communication. Revista GEMInIS, [S. l.], v. 3, n. 1, p. 125–133, 2012. Disponível em: https://revistageminis.ufscar.br/index.php/geminis/article/view/102. Acesso em: 3 jul. 2024.

Issue

Vol. 3 No. 1 (2012): Ativismo Digital

Section

Dossiê

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