DISCOVERING SOCIAL MEDIA BEHAVIOR PATTERNS IN ORDER TO IMPROVE THE MARKETING STRATEGY IN THE CURRENT CHAOTIC ENVIRONMENT

DUMITRESCU Luigi, Lucian Blaga University of Sibiu

TICHINDELEAN Mihai, Lucian Blaga University of Sibiu

VINEREAN Simona, Lucian Blaga University of Sibiu

Abstract:
Marketing used to imply paying for your target audience's attention. Nowadays, with the development of inbound marketing, marketers have to attract customers with valuable and useful information that will make them eager to buy. The ever-evolving technology has lead to an intense focus on inbound marketing, in its many forms, in order to lower marketing costs and gain a position in the social web. In this context, this paper explores how companies can benefit from social media marketing by understanding how much of their time customers spend on social media, and which platforms do they find the most engaging.

Keywords: consumer behaviour, social media marketing, inbound marketing

JEL Classification: M31

Volume: 64.6, Issue: 6

Pages: 24 - 35

Publication date: , 2012

Download the article: http://economice.ulbsibiu.ro/revista.economica/archive/RE%206-64-2012.pdf

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