Интерактивната комуникация като PR стратегия в дигиталните платформи
Interactive Communication as a PR Strategy in the Digital Platforms

Summary/Abstract: The research focus in the article is aimed at revealing working practices and models in interactive communication between the brand and the consumer in order to highlight the main strategies that are profitable for the development of the companies and for their positioning in the market space. It is the interaction with users in the social platforms, the special attitude towards each person’s personality and the sincere interest in their problems that are the main factors on which the corporate success is based. The existence of an interactive connection provokes people to cooperate, to be connected in a continuous dialogue and to build their social identity, associating themselves with the corporate online community.The interactions with users in the social platforms, the special attitude towards the personality of each one of them and the sincere interest in their problems are the main factors on which the corporate success is based.Interactive communication should be stimulated on a daily basis by making constant efforts to build the bridge of trust. The main focus in this article is to demonstrate how by using interactive communication as a method of attracting and engaging users can be achieved significant growth in the corporate network, thus increasing the value of the network itself for each of its users that leads to the success of the brand.

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