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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS

Social Media Such As the Phenomenon of Modern Business

Author(s): Veronika Svatošová

Citation: Veronika Svatošová, (2012) "Social Media Such As the Phenomenon of Modern Business," Journal of Marketing Development and Competitiveness, Vol. 6, Iss. 4, pp. 62 - 84

Article Type: Research paper

Publisher: North American Business Press

Abstract:

Social media is becoming an integral part of marketing communications. Therefore, it cannot be ignored

by a successful company when setting its business strategy. The main aim of this paper is to present a

critical view of the current possibilities of social media and based on the findings capture the key factors

for business success through social media. This objective is achieved through a critical analysis of

primary and secondary statistical sources dealing with the possibilities of Internet marketing

communication and through a comparative analysis of the world’s social media population with the

online social population in the Czech Republic.