THE BRAND BUILDING PROCESS BASED ON SOCIAL NETWORKS COMMUNICATION

Abstract

The expansions of the internet began when most of the population could affored a computer. Today, there is almost no house in the world without a computer and ability to access the internet. The internet has not only changed people’s lives, but has also influences changes in the business of companies and financial institutions. Information technologies have created a modern business environment, changing business strate­gies and business systems. E-business has contributed to the development of many platforms to gain a competitive advantage. One of the basic arguments for social media promotion is that traditional marketing is losing its impa­ct on consumers, supported by statistical evidence show­ing a growing trend of consumers to make purchasing decisions based on internet research and recommen­dations. Consumers are more likely to trust feedback from like-minded people than corporate marketing through television, radio or newspapers.