Abstract
Due to the advantages of social media in connecting businesses to end-consumers directly, in a timely manner and at a low cost, by facilitating various a reas of marketing, such as promotions, marketing intelligence, sentiment research, public relations, marketing communications, product and customer management, social media has become the now-a-days business reality. Therefore, social media is based on advertisings and customers who are influenced by other customers’ opinion. In this context, the customers’ engagement become vital, while the main goal of the companies is to obtain it on the long r un. For this, the present paper is analyzing the buyer’ s decisions in this whole new environment, generate d by the online social networks. A case study is putted forward in order to present the obtained results an d grey systems theory, one of the newest theories of the a rtificial intelligence area, is used for underlying them.
Highlights
The spectacular development of recent year’s technology has created new opportunities for communication industry and beyond
Social media is characterized by user generated content, which has been found to be more effective than traditional marketing communications in influencing the attitudes and behaviours’ of other users (Thackeray et al, 2008)
In this study we research if there is a connection between the advertising campaigns on social media and decisions buyers are taking and which are the most used social networks by user
Summary
The spectacular development of recent year’s technology has created new opportunities for communication industry and beyond. Realizing the potential that social media has and the power it has on consumers, the companies build campaigns with the purpose to increase awareness among online consumers and to inform them about their new products and services.
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of Eastern Europe Research in Business and Economics
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
