Social media and brand management (literature review)
Social media and brand management (literature review)

Summary/Abstract: Social media use has expanded greatly in the last years in Albania. The development of different networks that offer online service all over the country has contributed a lot to it. Many people, particularly young ones, are very fond of it, are using heavily and social media networks are now part of their lives. Social media have changed the way people communicate and interact with each-other and the marketing done on social media has enriched their marketing mix and has transformed the way companies communicate to their customers. Companies and brand managers have the opportunity to benefit from the use of these new communication channels and boost their profits. The purpose of this study is to offer a review of the existing literature about social media use by companies. It focuses on the marketing generated through social media channels and the specific elements related to it. Extant research evidence the significant effect that social media marketing has on the overall communications between companies and customers and the benefits and challenges associated to it.

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