Brand Talk on Facebook – a New Challenge in Marketing Communication
Brand Talk on Facebook – a New Challenge in Marketing Communication

Summary/Abstract: Online social networking – a world of connections, be they persons, thoughts or actions. The evolution of digital media raises new questions in marketing communication, as the formerly well-established patterns of delivering advertising messages are no longer appropriate in a participatory paradigm. This article reviews the particularities of social media – focusing on Facebook – and intends to present a set of communication directions for brands in the new digital reality.

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