How Social Media Transforms Brand Management

How Social Media Transforms Brand Management

New technologies and the use of social media are no longer a marginal phenomenon. They have arrived at the center of consumers lives. Therefore, brand managers should understand how social media impacts their marketing activities, and how the new dynamic can be structured in order to systematically...

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Veröffentlicht in:Marketing Review St. Gallen 2015-03, Vol.32 (1), p.70-79
Hauptverfasser: Neudecker, Niels, Barczewski, Jens, Schuster, Harald
Format: Artikel
Sprache:eng
Schlagworte:
Brand identification
Brand image
Brand management
Business and Management
Communication
Consumers
Democratization
Impact analysis
Marketing
Marketing management
Perceptions
Schwerpunkt
Social networks
Success
Technological change
User generated content
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Beschreibung
Zusammenfassung:New technologies and the use of social media are no longer a marginal phenomenon. They have arrived at the center of consumers lives. Therefore, brand managers should understand how social media impacts their marketing activities, and how the new dynamic can be structured in order to systematically analyze and improve their brands performance.
ISSN:1865-6544
1865-7516
DOI:10.1007/s11621-015-0514-8