Abstract

Companies need to engage communities into their marketing activities. Community marketing is a strategy to engage an audience in an active, non-intrusive prospect and customer conversation that focus on the needs of existing customers. Nowadays, as the role of social media has been growing in significance, community marketing can be more organized. Social media platforms such as Facebook and Twitter can no longer be seen merely as leisure activities, since they have proved to have played important role in driving large groups of people. The purpose of this paper is to show whether various social media platforms can also be useful in community marketing, considering the great impacts they have in modern society.

Authors and Affiliations