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Vladimir Matovic

Affiliation: University Business Academy in Novi Sad
Department: Associate Professor
Location: Serbia

1 article

Published Subscription Review Article 16 Aug 2023
The Role of Social Media Analytics in Integrated Marketing Communication and Understanding Consumer Behaviour: The Pathway to Optimal Customer Relationship Management
By Valentin Kuleto, Vladimir Matovic, Biljana Ilic, Svetlana Jokic, Mladen Radakovic

Abstract: This study explores the role of social media analytics in understanding consumer behavior within the context of Integrated Marketing Communication (IMC). Businesses now have access to a lot of data thanks to the spread of social media platforms, which can give them important insights into consumer preferences, attitudes, and behaviors. This study discusses the methodologies and tools used in social media analytics and how they can be leveraged to enhance …

Published in International Journal of Electronics Automation · Vol. 1, Issue 1, 2023 · pp. 22–29 Read article