Economic and legal aspects of introducing novel ICT instruments: integrating sound into social media marketing - from audio branding to soundscaping

Abstract

The pervasive expansion and implementation of ICT based marketing instruments imposes a new economic investigation of business models and regulatory solutions. Moreover, the current status of Social Media research indicates that the use of social networking and collaboration technologies is deeply changing the way people communicate, consume and cooperate with each other. Against the backdrop of widespread availability of digital audio-video content and the growing number of “smart” mobile devices, business professionals have developed new strategies for achieving customer involvement and retention through digitally linking audio stimuli to the powerful networking environment of Social Media.