Aspects regarding the use of social media in qualitative marketing research
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In order to carry out an efficient marketing activity, it is well known that entrepreneurs have to find out, first of all, where and how consumers spend their time, what are the communication channels and forms they prefer and then try to interact with the customers on their territory and on their own terms. The forms of communication that are gaining momentum currently, are taking place online, especially in the social media. A growing number of consumers have become open towards and familiar with social media, sharing their opinions daily through these means. Since the emergence of the social media phenomenon, its use has grown and has become widespread in a short period of time. In response to this phenomenon, social media marketing has developed at a similar pace and in a similar direction, and this is also reflected in the existing opportunities for using social media in qualitative marketing research.