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...
Gespeichert in:
| Veröffentlicht in: | Marketing Review St. Gallen 2015-03, Vol.32 (1), p.70-79 |
|---|---|
| Hauptverfasser: | , , |
| Format: | Artikel |
| Sprache: | eng |
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Tags: |
Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
|
| container_end_page | 79 |
|---|---|
| container_issue | 1 |
| container_start_page | 70 |
| container_title | Marketing Review St. Gallen |
| container_volume | 32 |
| creator | Neudecker, Niels Barczewski, Jens Schuster, Harald |
| description | 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. |
| doi_str_mv | 10.1007/s11621-015-0514-8 |
| format | Article |
| fullrecord | <record><control><sourceid>proquest_cross</sourceid><recordid>TN_cdi_proquest_journals_1660323030</recordid><sourceformat>XML</sourceformat><sourcesystem>PC</sourcesystem><sourcerecordid>3612862301</sourcerecordid><originalsourceid>FETCH-LOGICAL-c1928-f09c4f2abf1c91cd9734175610c25c0e45e48a164d66fe59ce3cd815d361c97b3</originalsourceid><addsrcrecordid>eNp1kE1PAjEQhhujiQT5Ad428Wq10-89KlEwgXgQz03pB1nC7mILMf57S5aDF2cO8x7ed2byIHQL5AEIUY8ZQFLABAQmAjjWF2gEWgqsBMjLs5aC82s0yXlLSjGqKFMjdD_vv6uP3jV2Vy2Db2y1SrbLsU9trp6L9NXSdnYT2tAdbtBVtLscJuc5Rp-vL6vpHC_eZ2_TpwV2UFONI6kdj9SuI7ganK8V46CEBOKocCRwEbi2ILmXMgZRu8Cc1yA8kyWg1myM7oa9-9R_HUM-mG1_TF05aUDK8jsjpccIBpdLfc4pRLNPTWvTjwFiTlzMwMUULubExeiSoUMmF2-3CenP5n9Dv_B3YpQ</addsrcrecordid><sourcetype>Aggregation Database</sourcetype><iscdi>true</iscdi><recordtype>article</recordtype><pqid>1660323030</pqid></control><display><type>article</type><title>How Social Media Transforms Brand Management</title><source>Springer Nature - Complete Springer Journals</source><creator>Neudecker, Niels ; Barczewski, Jens ; Schuster, Harald</creator><creatorcontrib>Neudecker, Niels ; Barczewski, Jens ; Schuster, Harald</creatorcontrib><description>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.</description><identifier>ISSN: 1865-6544</identifier><identifier>EISSN: 1865-7516</identifier><identifier>DOI: 10.1007/s11621-015-0514-8</identifier><language>eng</language><publisher>Wiesbaden: Springer Fachmedien Wiesbaden</publisher><subject>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</subject><ispartof>Marketing Review St. Gallen, 2015-03, Vol.32 (1), p.70-79</ispartof><rights>Springer Fachmedien Wiesbaden 2015</rights><rights>Dr. Th. Gabler-/GWV Fachverlage GmbH 2015</rights><lds50>peer_reviewed</lds50><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c1928-f09c4f2abf1c91cd9734175610c25c0e45e48a164d66fe59ce3cd815d361c97b3</citedby><cites>FETCH-LOGICAL-c1928-f09c4f2abf1c91cd9734175610c25c0e45e48a164d66fe59ce3cd815d361c97b3</cites></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><linktopdf>$$Uhttps://link.springer.com/content/pdf/10.1007/s11621-015-0514-8$$EPDF$$P50$$Gspringer$$H</linktopdf><linktohtml>$$Uhttps://link.springer.com/10.1007/s11621-015-0514-8$$EHTML$$P50$$Gspringer$$H</linktohtml><link.rule.ids>314,776,780,27901,27902,41464,42533,51294</link.rule.ids></links><search><creatorcontrib>Neudecker, Niels</creatorcontrib><creatorcontrib>Barczewski, Jens</creatorcontrib><creatorcontrib>Schuster, Harald</creatorcontrib><title>How Social Media Transforms Brand Management</title><title>Marketing Review St. Gallen</title><addtitle>Mark Rev St. Gallen</addtitle><description>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.</description><subject>Brand identification</subject><subject>Brand image</subject><subject>Brand management</subject><subject>Business and Management</subject><subject>Communication</subject><subject>Consumers</subject><subject>Democratization</subject><subject>Impact analysis</subject><subject>Marketing</subject><subject>Marketing management</subject><subject>Perceptions</subject><subject>Schwerpunkt</subject><subject>Social networks</subject><subject>Success</subject><subject>Technological change</subject><subject>User generated content</subject><issn>1865-6544</issn><issn>1865-7516</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2015</creationdate><recordtype>article</recordtype><sourceid>BENPR</sourceid><recordid>eNp1kE1PAjEQhhujiQT5Ad428Wq10-89KlEwgXgQz03pB1nC7mILMf57S5aDF2cO8x7ed2byIHQL5AEIUY8ZQFLABAQmAjjWF2gEWgqsBMjLs5aC82s0yXlLSjGqKFMjdD_vv6uP3jV2Vy2Db2y1SrbLsU9trp6L9NXSdnYT2tAdbtBVtLscJuc5Rp-vL6vpHC_eZ2_TpwV2UFONI6kdj9SuI7ganK8V46CEBOKocCRwEbi2ILmXMgZRu8Cc1yA8kyWg1myM7oa9-9R_HUM-mG1_TF05aUDK8jsjpccIBpdLfc4pRLNPTWvTjwFiTlzMwMUULubExeiSoUMmF2-3CenP5n9Dv_B3YpQ</recordid><startdate>20150301</startdate><enddate>20150301</enddate><creator>Neudecker, Niels</creator><creator>Barczewski, Jens</creator><creator>Schuster, Harald</creator><general>Springer Fachmedien Wiesbaden</general><general>Springer Nature B.V</general><scope>AAYXX</scope><scope>CITATION</scope><scope>3V.</scope><scope>7WY</scope><scope>7WZ</scope><scope>7XB</scope><scope>87Z</scope><scope>8FK</scope><scope>8FL</scope><scope>ABUWG</scope><scope>AFKRA</scope><scope>BENPR</scope><scope>BEZIV</scope><scope>CCPQU</scope><scope>DWQXO</scope><scope>FRNLG</scope><scope>F~G</scope><scope>K60</scope><scope>K6~</scope><scope>L.-</scope><scope>M0C</scope><scope>PQBIZ</scope><scope>PQBZA</scope><scope>PQEST</scope><scope>PQQKQ</scope><scope>PQUKI</scope><scope>PYYUZ</scope><scope>Q9U</scope></search><sort><creationdate>20150301</creationdate><title>How Social Media Transforms Brand Management</title><author>Neudecker, Niels ; Barczewski, Jens ; Schuster, Harald</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c1928-f09c4f2abf1c91cd9734175610c25c0e45e48a164d66fe59ce3cd815d361c97b3</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2015</creationdate><topic>Brand identification</topic><topic>Brand image</topic><topic>Brand management</topic><topic>Business and Management</topic><topic>Communication</topic><topic>Consumers</topic><topic>Democratization</topic><topic>Impact analysis</topic><topic>Marketing</topic><topic>Marketing management</topic><topic>Perceptions</topic><topic>Schwerpunkt</topic><topic>Social networks</topic><topic>Success</topic><topic>Technological change</topic><topic>User generated content</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Neudecker, Niels</creatorcontrib><creatorcontrib>Barczewski, Jens</creatorcontrib><creatorcontrib>Schuster, Harald</creatorcontrib><collection>CrossRef</collection><collection>ProQuest Central (Corporate)</collection><collection>ABI/INFORM Collection</collection><collection>ABI/INFORM Global (PDF only)</collection><collection>ProQuest Central (purchase pre-March 2016)</collection><collection>ABI/INFORM Global (Alumni Edition)</collection><collection>ProQuest Central (Alumni) (purchase pre-March 2016)</collection><collection>ABI/INFORM Collection (Alumni Edition)</collection><collection>ProQuest Central (Alumni Edition)</collection><collection>ProQuest Central UK/Ireland</collection><collection>ProQuest Central</collection><collection>Business Premium Collection</collection><collection>ProQuest One Community College</collection><collection>ProQuest Central Korea</collection><collection>Business Premium Collection (Alumni)</collection><collection>ABI/INFORM Global (Corporate)</collection><collection>ProQuest Business Collection (Alumni Edition)</collection><collection>ProQuest Business Collection</collection><collection>ABI/INFORM Professional Advanced</collection><collection>ABI/INFORM Global</collection><collection>ProQuest One Business</collection><collection>ProQuest One Business (Alumni)</collection><collection>ProQuest One Academic Eastern Edition (DO NOT USE)</collection><collection>ProQuest One Academic</collection><collection>ProQuest One Academic UKI Edition</collection><collection>ABI/INFORM Collection China</collection><collection>ProQuest Central Basic</collection><jtitle>Marketing Review St. Gallen</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Neudecker, Niels</au><au>Barczewski, Jens</au><au>Schuster, Harald</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>How Social Media Transforms Brand Management</atitle><jtitle>Marketing Review St. Gallen</jtitle><stitle>Mark Rev St. Gallen</stitle><date>2015-03-01</date><risdate>2015</risdate><volume>32</volume><issue>1</issue><spage>70</spage><epage>79</epage><pages>70-79</pages><issn>1865-6544</issn><eissn>1865-7516</eissn><abstract>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.</abstract><cop>Wiesbaden</cop><pub>Springer Fachmedien Wiesbaden</pub><doi>10.1007/s11621-015-0514-8</doi><tpages>10</tpages></addata></record> |
| fulltext | fulltext |
| identifier | ISSN: 1865-6544 |
| ispartof | Marketing Review St. Gallen, 2015-03, Vol.32 (1), p.70-79 |
| issn | 1865-6544 1865-7516 |
| language | eng |
| recordid | cdi_proquest_journals_1660323030 |
| source | Springer Nature - Complete Springer Journals |
| subjects | 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 |
| title | How Social Media Transforms Brand Management |
| url | https://sfx.bib-bvb.de/sfx_tum?ctx_ver=Z39.88-2004&ctx_enc=info:ofi/enc:UTF-8&ctx_tim=2025-02-13T22%3A57%3A58IST&url_ver=Z39.88-2004&url_ctx_fmt=infofi/fmt:kev:mtx:ctx&rfr_id=info:sid/primo.exlibrisgroup.com:primo3-Article-proquest_cross&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.atitle=How%20Social%20Media%20Transforms%20Brand%20Management&rft.jtitle=Marketing%20Review%20St.%20Gallen&rft.au=Neudecker,%20Niels&rft.date=2015-03-01&rft.volume=32&rft.issue=1&rft.spage=70&rft.epage=79&rft.pages=70-79&rft.issn=1865-6544&rft.eissn=1865-7516&rft_id=info:doi/10.1007/s11621-015-0514-8&rft_dat=%3Cproquest_cross%3E3612862301%3C/proquest_cross%3E%3Curl%3E%3C/url%3E&disable_directlink=true&sfx.directlink=off&sfx.report_link=0&rft_id=info:oai/&rft_pqid=1660323030&rft_id=info:pmid/&rfr_iscdi=true |