Ivana Bulut


With the development of the Internet, the traditional communication methods became less effective and electronic communication has become the main phenomenon. The aim of the paper is to present an overview and assessment of challenges and opportunities for companies emerging from the greater diversity and complexity in doing marketing in a new communication era. The emphasis is on social media benefits in marketing practice.The paper adopts a theoretical approach and examines how social media marketing issues have emerged, progressed and diversified with the process of the development of information technologies. The paper argues that marketers’ perceptions of marketing in a new communication era have changed with the market expansion of companies and concludes that the social media have a hybrid role in marketing promotion.

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