Abstract:

Communication technologies are developing rapidly. This progress makes it easier for individuals to use online tools more often. Today, the most popular of these tools is social media. Social media has gained a solid place among the daily routines of today’s people and has become a set of tools that more and more individuals use every day. Social media marketing is a current marketing concept that largely recognizes the right to speak to the consumer and is based on the understanding of mutual dialogue, listening and action. Consumers are influenced by the content posted by the user or the company on social media. Therefore, it becomes important for how much and how a product or service is spoken on social media. This study consists of theory and practice sections. The theoretical part applied to new media and digital marketing literature, and the research part analyzed the use of social media by two global and local research companies.

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