Some Aspects of Social Media Marketing (Georgian Case)
This paper is focusing on the attitude of Georgian consumers toward social media, influence of social media on consumer buying behavior. The purpose of this paper is to explore the usage of social media marketing for small business companies of Georgia. The result of marketing research has revealed that social webs are mostly used by Georgian consumers, but they have little impact on the buying decision. The research method was exploratory and descriptive. Conclusions summarize the research results and offers insight to provide better understandings of consumers demand and implementation of marketing strategy through social media in Georgia.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1338222Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF
 Dann, Stephen and Dann, Susan. “E-Marketing: Theory and Application.” London, U.K: Palgrave Macmillan Publisher, 2011.
 Kotler, P. and Keller K. “Marketing Management.” Pearson Publisher, 14th ed. 2012.
 Stelzner M. Social Media Marketing Industry Report, “How Marketers are using social media to grow their businesses”, Social Media Examiner, May, 2014.
 Linnell N. Social Media Influence on Consumer Behavior, Search Engine Watch, May 3, 2010.
 Gillin P. The New Influencers: A Marketer's Guide to the New Social Media, Quill Driver Books Publisher, 2007.
 Mersey R., Malthouse, E. C., Calder, B. J. Engagement with online media. Journal of Media Business Studies, 7(2), 2010.
 Zarrella, D. The Social Media Marketing Book. Sebastopol, CA: O’Reilly Media Inc. 2010.
 Beese, J. Social Network influence 74% of consumers buying decisions Retrieved from http://sproutsocial.com/insights/social-networksinfluence- buying-decisions, 2011.
 Nielsen Survey, Consumers State of the media –The Social Media Report, 2012.
 Swift A. Americans Say Social Media Have Little Sway on Purchases, Gallup Economy, June 23, 2014.
 The Georgian Advertising Market. Transparency International Georgia Report, Tbilisi, June 2013.
 Facebook Pages in Georgia. Socialbakers Social Media Report, April, 2013.
 Social Media Statistics, GEO Supporter January, 2015.
 Tsuladze, l. Social Media Development Tendencies in Georgia – Power of the Real Virtual? (qualitative Report) TSU Tbilisi, 2012
 Reijonen, H. So all SMEs Practices Same Kind of Marketing? Journal of Small Business and enterprise Development, 17(2) 279-293, 2010.
 Fagan, I. Social Media Marketing for Small Business, blogs. sales force.com, 2014.
 Malhotra N. “Marketing Research: an Applied Orientation”, 4th ed., Upper Saddle River, NJ: Prentice Hall“, 2002.
 Shama Kabani The Zen of Social Media Marketing: an easier way to build credibility, generate buzz and increase revenue, Ben Bella Books, 2012.