SOCIAL MEDIA EMPLOYMENT IN MODERN MARKETING STRATEGIES AND VALUE-BASED MARKETING

Abstract

From social theory, which was very accurately described already more than thirty years ago by Mark Granovett, it follows that in order to function properly people need not only close ties with family and friends, but also loose relationships with other people . Thanks to the development of digital technology, it is possible to replace the ordinary telephone calls, meetings with friends with the activity and communication through social networking sites. In this way people build and nurture non-committal relationships, from which they may withdraw at any time without suffering any consequences. The observation of this phenomenon has allowed companies to use it in their marketing strategies. The purpose of this article is to present the possibilities of communication offered by social media and ways of using them in business marketing strategies and the answer to the question of how this form of communication with the market will be developed in the era of value marketing.