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CONSUMER POWER AND EMPOWERMENT IN THE CONTEXT OF MARKETING ON SOCIAL NETWORKS
Abstract
Consumers increasingly use social media for a variety of consumption-related tasks such as complaining about a brand or sharing purchase experiences. Social media growth represents an opportunity for business based on information sharing, but also complicates the work of marketing managers who need to be ready to deal with current issues in this field. In recent years, conventional means of communication have become increasingly ineffective, and have begun to give way to more innovative communication tools due, to a great extent, to the enormous strides in information technologies (IT). With the growth of the Internet, electronic peer-to-peer communication has become a major phenomenon and clients have more power than ever before. The aim of the paper is to specify the advantages and disadvantages of marketing on social media in the context of customer activity. The most important social media on the European corporate market will be specified, as well as the main marketing tools of companies. To achieve the goal, the method of literary research of available scientific publications in the Web of Science, Science Direct and Scopus database for the period 2010-2017 is used.
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