Open AccessDissertation
The social brand
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The article was published on 2013-01-01 and is currently open access. It has received 0 citations till now. The article focuses on the topics: Brand extension & Brand management.read more
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Journal ArticleDOI
Social Network Sites: Definition, History, and Scholarship
danah boyd,Nicole B. Ellison +1 more
TL;DR: This publication contains reprint articles for which IEEE does not hold copyright and which are likely to be copyrighted.
Journal ArticleDOI
Users of the world, unite! The challenges and opportunities of Social Media
TL;DR: A classification of Social Media is provided which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds.
Posted Content
Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities
TL;DR: In this article, the authors overview and synthesize extant word of mouth theory and present a study of a marketing campaign in which mobile phones were seeded with prominent bloggers, revealing the complex cultural conditions through which marketing "hype" is transformed by consumers into the "honey" of relevant, shared communications.
Journal ArticleDOI
E-tribalized Marketing?: The Strategic Implications of Virtual Communities of Consumption
TL;DR: In this paper, the authors consider the strategic implications of the existence of different types of virtual community and community participation, and propose strategies for effectively targeting more desirable type of virtual communities and types of community members such as interaction-based segmentation, fragmentation-based, co-opting communities, paying-for-attention, and building networks by giving product away.
Journal ArticleDOI
Networked narratives: Understanding word-of-mouth marketing in online communities
TL;DR: In this paper, the authors present a study of a marketing campaign in which mobile phones were seeded with prominent bloggers and the findings indicate that this network of communications offers four social media communication strategies: evaluation, embracing, endorsement, and explanation.
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