Abstract
Innovation in social networking media has revolutionized the world in twenty-first Century. Social networking media presents potentially opportunities for new forms of communication and commerce between marketers and consumers. Objective of the study is to analyze the effective communication strategy through social networking media. Survey was conducted randomly among Facebook user community, by sending questionnaire through online to collect the individual opinion from the respondents. The total population is social networking user community, but to collect the effective data the sampling is constrained to the target population like young adults, graduates within the age of 18 years to 55 years. The sampling size is 400. The paper presents research results and internet marketing activities that have contributed to building a relationship with the brand. It is necessary to study the effectiveness of brand communication strategy followed in social networking media which are mainly accessed by Slovenian users. This study would help the advertisers to understand the effective communication strategy to communicate their brand among the users. In recent trend of marketing in social networking sites, various brand communications are widely used to attract targeted leads. So, this study would help to know the effectiveness of communication and strategy done through social networking media which make the target audience to participate in this kind of advertising.
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Vukasović, T. (2015). Building Successfull Brand on the Internet. In: Yang, GC., Ao, SI., Gelman, L. (eds) Transactions on Engineering Technologies. Springer, Dordrecht. https://doi.org/10.1007/978-94-017-9804-4_33
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DOI: https://doi.org/10.1007/978-94-017-9804-4_33
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