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Figure 1 Daily avarage of time spent social networking (Globalwebindex 2015) As the diagram shows, consumers no longer seek news and information from traditional channels, but increasingly from social networks. (Young 2015, Trong 2014.) They also use social networks to look for information about new products and services. On the social media channels consumers are sharing their own experiences with brands, products and services. Likewise, customers are more likely to investigate the feedback from other cus- tomers online before making a purchasing decision. This is why the social media is some- times referred as digital word-of-mouth. (Kabani 2010, 1.) Today the whole purchasing process, that starts from expectations and information search and ends at sharing the actual experience, most often happens online on social media networks. (Evans, McKee 2010, 4-5, Kabani 2010, 1-2). Social media is definitely the key channel for reaching customers in the 21th century. The Internet has created lot of opportunities for companies to communicate to their customers but at the same time it has made the whole process more complex. And without the right kind of strategy and knowledge of online marketing, it is often used ineffectively. (Kabani 2010, 2-3.) Through social media channels companies are seeking customer engagement and increasing in brand awareness. It provides a fast and efficient way to reach their tar- get audience. More and more companies have also seen the possibility of social media as a channel for customer service. (Evans, McKee 2010, 4.) 7PDF Image | Successful social media marketing on Instagram Minoshoes
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