%0 Journal Article
%T DIGITAL MARKETING INFLUENCE ON THE FORMATION OF BRAND COMMUNITIES
%A Cristian
%A Morozan
%J Management Strategies Journal
%D 2012
%I Universit??ii "Constantin Br?ncoveanu"
%X The digital environment in which the interests of communicating and promoting brands is manifested, in a growing extent, exerts its influence on dynamic economic sectors, changing consumer habits but mainly affects how content is consumed in brand communities. This environment is still not a channel or ad format yet, forming a parallel reality, a complex system which is constantly changing. To enter and to remain here, brand owner organizations must approach communication, both in entertainment as well as in production and sales in a most pleasant and useful way for members of the communities they support. In this context, this paper consists in a qualitative research method; various sources of secondary information such as summaries of some events, analysis, case studies, etc. have been consulted accordingly.
%K digital marketing
%K brand community
%K consumers
%K content
%K promotion
%U http://www.strategiimanageriale.ro/images/images_site/articole/article_206785ea39cb015baa5b9b3dfa84bf32.pdf