Journal of
Media and Communication Studies

  • Abbreviation: J. Media Commun. Stud.
  • Language: English
  • ISSN: 2141-2545
  • DOI: 10.5897/JMCS
  • Start Year: 2009
  • Published Articles: 223

Full Length Research Paper

Building successful brand by using social networking media

Tina Vukasovič
International School for Social and Business Studies, Mariborska cesta 7, SI – 3000 Celje, University of Primorska, Slovenia. Faculty of Mathematics, Natural Sciences and Information Technologies, Glagoljaška 8 SI-6000, Koper, Slovenia.
Email: [email protected]

  •  Accepted: 28 May 2013
  •  Published: 31 July 2013


Innovation in social networking media has revolutionized the world in 21st century. Social networking media presents potentially opportunities for new forms of communication and commerce between marketers and consumers. The objectives of this is to analyze effective communication strategy through social networking media. A survey was conducted randomly among Facebook user community, by sending questionnaire through online to collect individual opinion from the respondents. The total population is social networking user community, but to get effective data the sampling is constrained to the target population like young adults, graduates within the age of 18 to 55 years. The sampling size is five hundred. The paper presents research results and internet marketing activities that have contributed to building a relationship with the brand. It is necessary to study the effectiveness of brand communication strategy followed in social networking media, mainly accessed by Slovenian users. In recent trend of marketing in social networking sites, various brand communications are widely used to attract targeted leads. So, this study would help to know the effectiveness of communication and strategy done through social networking media which make the target audience to participate in this kind of advertising.


Key words: Internet, social networking media, fast moving consumer goods, brand, Slovenia.