Building brand identity in the age of social media : emerging research and opportunities

by Amir Ekhlassi, Mahdi Niknejhad Moghadam, and Amir Mohammad Adibi.

"This book describes the concept of brand identity; examines managing brands by using social media; introduces brand building strategies in social media; explains creative strategy and the importance of content in social media; and describes the role of social media in different forms of brand building, and explains the impact of social media on brand loyalty"--

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Year of publication:	[2018]
Authors:	Ekhlassi, Amir ; Niknejhad Moghadam, Mahdi ; Adibi, Amir Mohammad
Publisher:	Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA) : IGI Global
Subject:	Online-Marketing \| Internet marketing \| Social Web \| Social web \| Markenimage \| Brand image \| Markentreue \| Brand loyalty \| Markenführung \| Brand management

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Extent:	1 Online-Ressource(14 PDFs (ix, 189 pages))
Series:	Advances in marketing, customer relationship management, and e-services (AMCRMES) book series
Type of publication:	Book / Working Paper
Language:	English
Notes:	Includes bibliographical references and index Restricted to subscribers or individual electronic text purchasers Mode of access: World Wide Web Chapter 1. The concept of brand identity: internal perspective -- Chapter 2. The concept of social media: the functional building blocks -- Chapter 3. Managing brands through social media: storytelling in social media-based brand communities -- Chapter 4. Social media branding strategy: social media marketing approach -- Chapter 5. Branded content on social media: help brands to stay healthy -- Chapter 6. The role of social media in special types of brand building: destination branding, personal branding, and employer branding through social media -- Chapter 7. The impact of social media on brand loyalty: achieving "e-trust" through engagement Also available in print.
ISBN:	978-1-5225-5144-7 ; 978-1-5225-5143-0 ; 1-5225-5143-3
Other identifiers:	10.4018/978-1-5225-5143-0 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

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