This study analyzes the Swedish travel companies SAS and SJ, who intensively works with Facebook and Twitter in customer service and branding activities.
Read moreDolling Up Your Brand in Social Media
The paper discusses the importance of brand identity (Joachimsthaler & Aaker, 1997) in a social media setting, with the help of the improvisational theater metaphor (Singh & Sonnenburg, 2012). The latter has a great importance in understanding how consumers respond to stories and interactivity, thus leading to co-creation of the brand. A case study in the toy industry is featured to best exemplify the peculiar trait of the category where its audience tends to shift out of from childhood. Barbie and its reunited love campaign in 2011 showed how to be relevant to different target segments with the use of storytelling and digital interactivity. Some challenges and opportunities are discussed further for the toy industry and its widened target audience in the social media scene.
Read moreFacebook is dead! Online Marketing, Postmodernism, and The Fall of Global Online Networks
Web 2.0 has changed the rules of marketing and social interaction. Facebook is dead and global online networks will struggle to stay relevant in the future.
Read moreBoost Your Career Online: Personal Branding Opportunities via Social Media
A lot have changed in the recruitment process since Web 2.0 and consequently the social media was introduced just over a decade ago. This paper aims to examine the importance of building an online personal brand, both for graduate students and established employees when it comes to achieving their dream jobs. By examining theories and empirical material this paper will illuminate and help fortune hunters using social media to make the most out of the recruitment process. The conclusion is that with the help of the suggested framework people can more easily manage their personal brand through social media.
Read moreSocial Media - Big Headache or Sea of Opportunities ?
Brands that are active on social media are faced with numerous challenges. Amongst them is the cultural shift that is required from the management to successfully run social media platforms. It is no longer about making profit or pushing the message into the consumer but rather about being an active listener and knowing when to join the conversation and to respond (Fournier, Avery, 2011). It is about being there for the consumers, staying relevant and being creative.
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 moreFilm branding on social media: stairways to heaven or highway to hell?
Paper discusses upcoming films’ branding on social media and its’ impact to movies’ success after releasing them to movie theaters.
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The challenges of luxury brands’positioning on social media
Luxury brands should build distinguished images through social media to get in touch with mass targets and sustain its original brand profile simultaneously.
Read moreSocial media for branding a new small venture
Social media for branding a new small venture have been under researched in the literature of marketing and entrepreneurship. This paper looks if entrepreneurs use social media for branding and how.
Read moreBranding in Social Media: A mini case study with Glossybox
The paper discusses the aspect of branding in social media, and how it differs to branding in traditional media. The benefits of higher awareness, greater authenticity and continuous communication are discussed. Moreover the significant factors interactivity and co-creation are highlighted, resulting in power shifts to empowerment of the consumer. Applying these aspects to the company Glossybox, it could be seen that all of them play an important role and are being executed by the firm. A framework of the Consumer Decision Journey in social media was adopted in regard to Glossybox. It was found, that when the above-mentioned aspects apply and are being executed correctly by the company, the risk of the empowerment of users is reduced and the benefits of successful branding are visible.
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