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Article

Open Access

How Do Companies Achieve Their Marketing Goals With Social Networks?

Author(s)

Marcello Sansone, Andrea Moretta Tartaglione, Roberto Bruni

Full-Text PDF Download XML 497 Views

DOI:10.17265/1537-1506/2012.11.003

Affiliation(s)

Marcello Sansone, Professor in Business Management, Department of Economy and Law, University of Cassino and Southern Lazio.
Andrea Moretta Tartaglione, Assistant Professor in Business Management, Department of Economy and Law, University of Cassino and Southern Lazio.
Roberto Bruni, Research Fellow in Business Management, Department of Economy and Law, University of Cassino and Southern Lazio.

ABSTRACT

This work examines the role of social network sites as a tool used by companies to achieve marketing goals. As known from the main business literature, the social network represents one of the most important instrument to improve the company fame by strengthening the affection of customers to the brand. For this reason, some companies use these tools to build relations and contacts with customers all over the world. The population of social networks users is made, for the most parts, of youngsters (people belonging to the 13-30 years old cluster). In the last years, with the social web networking, social communication lost the exclusive social meaning and social network sites become strategic instruments for the construction of powerful relations that connect people with people and people with firms. This work is aimed at clarifying the genesis and the evolution of the relations between companies and potential customers, focusing on the tools used by the firm to achieve their marketing goals through social network sites (SNSs). First of all, the work proposes the recognition of some studies about the origin of web social network and their links with marketing strategies. Secondly, it considers marketing goals achieved from any companies through social networking with a particular focus on advertising through web social networking.

KEYWORDS

Social network sites (SNSs), marketing, youngers, brand value, relationship with customers

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