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Social networksin marketing communication – case of Lithuania

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Category: Economy and management

Last Updated on 23 September 2014

Published on 23 September 2014

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Authors:

Davidavičienė Vida, Doctor of Social Science (Business management), Professor, Head of Department of Business Technologies, Faculty of Business Management, Vilnius Gediminas Technical University, VGTU, Vilnius, Lithuania

Davidavius Sigitas, Master of Social Science (Business management), Researcher at the Department of Business Technologies, Faculty of Business Management, Vilnius Gediminas Technical University, VGTU, Vilnius, Lithuania

Abstract:

Purpose. To analyze and identify specifics of marketing communication via social networks via Lithuania case study.

Methodology. In order to present situation and specific of use of social networks in marketing communication following methods were employed: comparative analysis of the scientific literature, inquiry, observation, and data analysis.

Findings. In order to highlight the changes and outline possibilities of social networking in marketing communication two researches have been carried out: the first one is the research of Lithuania social media usage peculiarities; the second is the research of use of social networks in marketing (comparison of Lithuania, Russia, Ukraine, Germany, Netherlands, and Israel).

Originality.This paper explored the social networks in marketing communication from two perspectives: consumers perception and habits; companies perception and intensity of implementation in Lithuania in comparison with Russia, Ukraine, Germany, Netherlands, and Israel.

Practicalvalue.The development of information and communications technologies (ICT) leads to new ways of marketing communication and forced emergence of new scientific problems. Growing importance of the communication and the relationship with the customers is affected by rapid development and dynamic changes in the e-markets. Understanding and implementing the innovative tools for communication with users on the Internet allow increasing interaction, which is vital in nowadays.

References:

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2. Davidavičienė, V. (2012), “Efectiveness factors of Online advertising”, The 7th International Scientific Conference “Business and Management 2012”, May 10–11, 2012, pp.822–830.
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9. Davidavičienė, V., Sabaitytė, J., Davidavičius, S., and Potapov, M. (2014), “Interaction With Customers Using Website Tools: Analysis Of Lithuanian Manufacturing Sector”, Procedia - Social and Behavioral Sciences. The 2-dn International Scientific conference “Contemporary Issues in Business, Management and Education 2013”, no. 110, pp. 1262–1270. Available at: http://www.science-direct.com/science/article/pii/S1877042813056139
   
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