Abstract
Rapid technological progress, and followed ultimate social trends promote a more collaborative mode of doing business. In fact, traditional idea of marketing has fundamentally upgraded to a new level with the ascension of innovative technologies. The opportunities enabled through modern technologies and social media (i.e. Internet, social networking, and smart technologies) increased the ease and scale of information exchange (sharing) to a global level. This movement can be viewed as the result of the digitalization of the global society from one side, and socialization of the Internet from the other side. The analysis of the relevant literature indicates that the development of the innovative marketing is influenced by two major factors: (1) technological progress (the growth of digital and social media); (2) the crucial and influential role of content.
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