Revista Egitania Sciencia - Volume 12 | ARTICLE


Author: Vasyl Denys (*, Portugal | Júlio Mendes (**, Portugal
* Vasyl Denys holds a Master’s degree in Marketing from the University of the Algarve. His Bachelor degree in Business Management he earned at the Kiev National University of Trade and Economics. Vasyl runs an online shop and shows interests in networking, new media and collective wisdom of social groups. ** Julio Mendes is a PhD holder in Management (Strategy and Organizational Behavior) and a MA holder in Economic and Management Sciences. He is an Assistant Professor at the Faculty of Economics of the University of the Algarve. He is also the Director of the Master Course in Tourism Organizations Management and a member of the Research Centre for Spatial and Organizational Dynamics.
Publication: Revista Egitania Sciencia - Volume 12

Social networking sites and social media in general intensively integrate users’ daily routines. Seizing big portions of their time, the new social phenomenon does not stay beyond the interest of marketing practitioners. Marketers want to be where their customers are.
For many modern companies it becomes challenging to incorporate social media into their business strategies, and marketing strategies in particular. Social networking sites bring great opportunities for reaching target audiences in different and, very often, more efficient ways, as much as they disguise dangerous pitfalls for those who adopt new media. Businesses realize new practices of serving their real value – customers. One way shouting no longer results in promising sales. Nowadays customers want to be heard by a company and interact with it.
This paper takes a look at the concept of social networking sites, emerging digital platforms for social interactions. It briefly describes new marketing principles and efforts to be implemented through the communication on social media, and reveals new aspects of the consumer behavior.

Keywords: social media, social networking, marketing, business, strategy

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