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Peculiarities of social media integration into marketing communication

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 The Authors. Published by Elsevier Ltd. Peer-review under responsibility of the Kaunas University of Technology.