Social Media Marketing and Brands' Social Marketing Behavior

Social media have been here in Europe for some time; all major Central European countries have their own local social networking portals - Nasza Klasa in Poland, StudioVZ in Germany, Libimseti in Czech Republic, VIPnet in Hungary, and many others. However, in Russia, except for Vkontakte, these sites are mostly non-existent. The new arrival on the block, Facebook, has created something that is worth switching to for users. Facebook has opened up its platform, allowing third parties, application developers, game developers, marketers and advertisers to build interesting content and services for its users. Facebook has really penetrated these markets; in fact, rates have gone from October, % of population in the region up to 20 - 35% in different countries.

Publication: 
Central European Business Review
Author: 
Rezáb, Jan
Document Type: 
Research
Paywall: 
Free

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