The role and importance of social media in communicating brand value

Abstract

Communication between consumers is the most important way of communicating value and forming opinions on brands and enterprises. The expansion of communication technologies has made communication between people easier and provided the links with consumers on a radically new basis. Virtual space represents a dominant meeting place for people with similar interests. Thus, virtual consumer communities across the world preferring and committed to same brands have been created. Members are loyal to communities they belong to and participate actively and indirectly in modeling and developing them. By expressing their own opinions and exploring others, consumers influence and help each other in finding solutions for certain situations in buying and consumption. Considering the intensity of the exchange of information, opinions, experience and ideas, one can speak about the expansion of communication messages that are exchanged in the virtual space and social media as transfer channels. These are the media formed by consumers themselves, who control the information communicated through them. Because of the importance of massages exchanged through them and their impact on consumer behavior, social media have an important place in integrated marketing communications. Although enterprises cannot completely control the communication within social media, the efficiency of marketing communication can be realized by providing conditions for friendly, correct, continuous and transparent message exchange between consumers and enterprises as well as between consumers themselves. The paper examines the communication possibilities of social media determining their role and importance in communicating value in the market for the purpose of enhancing consumer loyalty and creating image and professional respectability of the enterprise.

Keywords

• communication between consumers
• consumer communities
• social media
• interactivity
• integration
• consumer