MARKET COMMUNICATIONS AND SOCIAL QUESTIONS IN DIGITAL WORLD
MARKET COMMUNICATIONS AND SOCIAL QUESTIONS IN DIGITAL WORLD

Summary/Abstract: Modern information technology takes the lead in relation to traditional media and advertising, and significantly changes the sender / receiver relationship, which has led to significant changes in marketing communication and business with potential buyers.The subject of this paper is electronic marketing or e-marketing, as a new branch of marketing, which implies marketing activities through the use of information technology.Unlike past passive roles he had during the use of traditional media when the message in the form of advertising and advertising was one-way, the buyer becomes an active recipient of information with the possibility of communicating with the sender. Interactivity is precisely imposed as a new marketing concept for advertising and sales purposes.The aim of the research in this paper is to explore new social issues that emerge through the use of digital technologies, particularly ethical, that relate to the influence of social trends based on the use of personal data as well as the protection of the same, the dignity and freedom of the individual as well as the functioning of the democracy of the digital society at all.

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