This article seeks to answer to the following question: what are peculiarities of the social media integration into marketing
communication? Technological changes impact social changes in society. Communication between majority of society members
moves to virtual environment, people use social media more actively. It was social media that enabled creation of new, attractive
and innovative ways for people to communicate in virtual environment, to flock into communities, to share important and timely
information, etc. The main goal of the article is to ground theoretically the peculiarities of social media integration into marketing
communication.
© 2014 Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license
© 2014 The Authors. Published by Elsevier Ltd.