Economic and legal aspects of introducing novel ICT instruments: integrating sound into social media marketing - from audio branding to soundscaping

• Author: Daj, A.
• Position: Dept. of Marketing, Tourism and International Relations, Transilvania University of Brasov
• Pages: 15-24

Bulletin of the Transilvania University of Braşov • Vol. 6 (55) •No. 2 - 2013

Series V: Economic Sciences

ECONOMIC AND LEGAL ASPECTS OF

INTRODUCING NOVEL ICT INSTRUMENTS:

INTEGRATING SOUND INTO

SOCIAL MEDIA MARKETING - FROM

AUDIO BRANDING TO SOUNDSCAPING

Alexis DAJ

1

Abstract: The pervasive expansion a nd implementation of ICT based

marketing instruments imposes a new economic investigation of business

models and regulator y solutions. Moreover, the current status of Social Media

resear ch indicates that the use of social networking a nd collabora tion

technologies is deeply changing the way people communicate, consume and

coopera te with each other. Against the backdrop of widespread availa bility of

digital a udio-video content and the gro wing number of “smart” mobile

devices, business professionals ha ve developed new strategies for achieving

customer involvement and retention thr ough digitally linking audio stimuli to

the powerful networking environment of Social Media.

Key words: Sensory Mar keting; Acoustic Branding; Sound Logo; Social

Media Marketing; Soundscaping.

1. Introduction

According to extant research, in many

cases, Social Media commercial

communication practices frequently bear a

resemblance to the classical unidirectional

paradigm, i.e. a large part of businesses are

using social networks only as a space and

tool for basic Social Media activities like

the posting of news or product related

information. One explanation for the lack of

comprehensive ICT marketing tools

implementation and the deficit of wide-

ranging Social Media strategies can be seen

in the complexity of the new marketing

world. Therefore, the goal of the paper is to

offer a holistic perspective on the main

economic, legal and technological aspects of

1 Dept. of Marketing, Tourism and International Relations, Transilvania University of Braşov.

sensory marketing by conceptualizing the

use of novel ICT marketing tools like

acoustic branding or soundscaping in a

Social Media setting.

2. The Economic Impact of Information

and Communications Technology and

Social Networks in the Marketing

Process

As the internet-based Social Media spread

rapidly in the past few years and the number

of users of online services like Facebook,

Twitter and YouTube has grown

exponentially in many population

segments, the consumption pattern of

Internet users has shifted from that of

passive readings to active creation of