I have often asked myself the question why people engage (with brands) on social media. I have a controversy view on social media: I have a Facebook and Instagram account (which I actually only use to see other people’s posts but I barely upload myself) but do not engage on Pinterest, Tumblr, or Twitter. Therefore, when I talk about social media Facebook will be the most common example, even though I am well aware that there are many other options and that there are new social networks that become rising stars.
Read moreImportant rules brand should know to succeed in social media
As the penetration of social media is growing dynamically, and consumer eagerly spends their time being social online, brands should react to the changes and be where the consumers are. Social media is a unique environment, where users are ready to share their emotions, are opened for interaction with each other and the brands. This article provides the recommendations on what marketers and the agencies responsible for brands promotion should know and what rules should they take into consideration to succeed in social media and build strong relations with consumers. The article concludes that it is vital to adhere to all of the rules to succeed in the social media environment.
Read moreBrand communities: The relationship between non-consumers and brand engagement
In today’s society, brands have become increasingly important in the everyday life of consumers. The time when brands were just a pure symbol of quality is long gone and brands are to a greater extent used as a way of expression and as a reflection of the self (Levy, 1959).
Read moreAre Brands Becoming our Friends? The Web 2.0 Consumer-brand Relationship
In the world of Web 2.0, “liking,” “following” and “friending” one another online dictates social interactions and connections. An immense number of individuals are using social media as one of their main platforms for communication. As a result, the ways in which consumers interact with one another are drastically changing. Naturally, such a development in communication is in turn affecting the ways consumers interact with companies.
Read moreVirgin Atlantic’s branding on social media: leveraging brand attitudes and brand activity
This article covers the emergent trend of branding on social media. Growing power of the internet outdated traditional ‘’push’’ marketing techniques, creating a need for a new marketing model that would be based not on broadcasting brand message to the customers, but on dialogue with customers, hence acknowledging their wants, interests and opinions. The article sheds the light on the challenges and opportunities that emerge when brands go viral and start communicating with the customers via social media. The case study of Virgin Atlantic Airways is applied to depict how brands can successfully sculpt customers’ attitudes towards the brand and encourage them to engage with the brand at a higher level. Virgin Atlantic is an excellent example of a brand, which turns the challenges to its advantage, and managed to refine its branding on social media to foster positive attitudes and engage customers effectively.
Read more