Legal Aspects of Digital and Interactive Marketing Cover Image

Правни аспекти на дигиталния и интерактивен маркетинг
Legal Aspects of Digital and Interactive Marketing

Author(s): Bistra Vassileva
Subject(s): Economy, Marketing / Advertising
Published by: Икономически университет - Варна
Keywords: Marketing 4.0; digital marketing; social media.
Summary/Abstract: In this paper, the author argues that technologies will transform marketing organisation and reshape marketing activities of companies. The aim of the paper is to summarise the main challenges of digital disruption as well as to identify their implications to the legal aspects of digital and interactive marketing activities. Research question driving this paper is to identify the main challenges regarding legal protection of social media customers. Survey results about socual media behaviour and cyber security issues are presented and discussed.