The value of social media
Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds impartial comments and places the article in context. Findings – Engagement can help strengthen the emotional bond that characterizes consumer–brand relationships. But mutual trust and commitment are fundamental if the customer is to closely engage with a company or brand in the first place. Thanks to social media, establishing this critical foundation has become easier. Social networking is a major part of many people’s lives, and communicating with both firms and other consumers is a routine activity. From an organizational perspective, such channels provide an invaluable means of reaching both existing and potential customers. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.
Year of publication: |
2015
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Published in: |
Strategic Direction. - Emerald Group Publishing Limited, ISSN 1758-8588, ZDB-ID 2089990-7. - Vol. 31.2015, 1, p. 3-5
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Publisher: |
Emerald Group Publishing Limited |
Subject: | Social media | Facebook | Brand management | Consumer behavior |
Saved in:
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