Issues related to social network advertising

• Author: Chitu, I. B. - Tecau, A. S.
• Position: Dept. of Economic Sciences and Business Administration, Transilvania University of Brasov
• Pages: 31-36

Bulletin of the Transilvania University of Braşov • Vol. 5 (54) •No. 1 - 2012

Series V: Economic Sciences

ISSUES RELATED TO

SOCIAL NETWORK ADVERTISING

I. B.CHIU1 A. S. TECU1

Abstract: The promotional activity is currently marked by major

transformations due to the coming out and extremely fast development of

certain new media of promotion much more suitable for the interaction with

consumers, much more appropriate in developing long term relationships

with them as compared to classic media. The most edifying example is the

Internet with all that it provides, becoming an important part of everyone’s

everyday life. Within the Internet, the social networking is constantly

developing, becoming increasingly important.

Key words: internet users, social network, online promotions, Facebook.

1 Dept. of Economic Sciences and Business Administration, Transilvania University of Braşov.

1. Introduction

In 2011 the world’s total number of

Internet users was of 2.1 billion, the

experts estimating that the usage will reach

3.4 billion in 2015 [1, p.49]. The numbers

provided for 2011 concerning the Internet

use show the companies’ interest in it:

there are 3.14 billion of e-mail accounts,

555 million of existing websites, 95

million of pages ending in “.com” [3].

The Internet is a communication

environment increasingly present in our

everyday activities. In June 30th, 2011 the

worldwide Internet penetration was of

30.5%, a 6.2 percent increase over the

2008 records, Europe representing 58.3%,

with 476,278,755 Internet users, data

showing a growth of 10 percent as

compared to the situation of 2008 [4].

Between 2000 and 2011 the total number of

Internet users has grown by 528.1% around

the world and by 376.4% in Europe [5].

Considering those premises, this paper

aims to bring forward the social

networking, its evolution in time and its

increasingly intense use within the

companies’ promotional policies.

2. Literature review

Advertising through social networks

supplements both the classic and online

advertising. It is considered that online

promotion, on social networks, shall be

integrated within any company media plan.

The major advantage is that it

intermediates the direct and personal

communication with potential consumers

of the brand (whether that is material

goods, services or persons), providing a

direct link with the users, this representing

a trend among the companies’ promotional

activities, opting for customized promotion

instead of the mass one, with well defined

groups of consumers or even with every

individual consumer.

Online social networks [1, p. 167]

represent virtual communities where

people socialize or exchange information

and opinions. The social communities

present several forms of manifestation,