DIGITAL AND SOCIAL MEDIA STRATEGIES IN A DEVELOPING COUNTRY: INSIGHTS FROM ROMANIA

Digital marketing and social media have had a profound effect on the Romanian business landscape, presenting novel opportunities for businesses to engage with consumers, increase brand visibility, and drive growth. The present study explores the key stages of development by conducting an in-depth analysis, and identifies which factors influence digital marketing strategies. In addition, it investigates the role of social media in consumer behaviour and marketing trends by examining how these phenomena have been shaped by social media. Within this scope, a comprehensive review of the extant literature, as well as case studies of successful Romanian digital marketing campaigns, provides insights into the current state of digital marketing in Romania and offers recommendations for companies seeking to optimize their strategies in this dynamic digital environment. The present paper highlights the growing importance of social media platforms such as Facebook, Instagram and TikTok in digital marketing strategies, and outlines the challenges and opportunities faced by nowadays companies.