Social Media – The New Paradigm of Collaboration and Communication for Business Environment

Is there a correlation between organizational features and digital communication usage?

“…Internet technologies, social media and mobile technologies led to important changes in the way companies operate and communicate with customers (Maresh-Fuehrer & Smith, 2016;Dong & Wu, 2015;Georgescu and Popescul, 2015;Bauer, 2013). The results of previous academic and practical research emphasize the importance of digital tools and activities and the opportunities they create for business.…”

“…Bauer (2013) particularly encompasses following possibilities: targeted brand creation, improvement of partnering relations by sharing information, advanced research, development through the permanent cooperation and open communication. Among impacts that social media have on business, Georgescu and Popescul (2015) state the increase of business information capital. Participants in the "Social Media Marketing Industry Report 2015" survey listed the following as the benefits of social media marketing: increased exposure, increased traffic, developed loyal fans, provided marketplace insight, generated leads, improved search rankings, grown business partnerships, established thought leadership, improved sales and reduced marketing expenses.…”

“…Academics' and practitioners' interest for the usage of digital communication in business and its benefits has been growing both globally (Georgescu & Popescul, 2015;Stelzner, 2014;Technorati Media, 2013;Breakendrige, 2012;Halligan & Shah 2010;Fox, 2010;Kaplan & Haenlein, 2010;Weber, 2009;Evans, 2008) and in Serbia (Bauer, 2013;Čokorilo & Terzić, 2013;Sudarević, 2011;Đukić, 2011;Lalić, 2010). The results of these studies emphasize the importance of using digital communication tools and activities and opportunities they create for business.…”

Social Media Marketing Perspectives in the Organization in Morelia, Mexico

“…On the other hand, ownership of mobile technologies has allowed the interaction of different contents that can be shared, created, discussed and modified by the user. only in marketing but also in management, marketing and on the use of the ICTs for the organizational performance (Georgescu & Popescul, 2015). Importantly, the organizational leadership directly affects the process of adoption of social media and its possible implementation on digital marketing.…”

“…Their research also allows them to confirm that the social media lowers the barriers that may arise in the way knowledge is transferred; and that the development of ICT in modern society has led to a rapid appropriation of social networks. The friendly and readily understandable environment transmits unstructured information and knowledge of multiple experiences, which allows employees to communicate more efficiently, and also to open channels for transferring knowledge (Georgescu & Popescul, 2015).…”