The Uninvited Brand
TL;DR: In this article, the authors explore the emergent cultural landscape of open source branding and identify marketing strategies directed at the hunt for consumer engagement on the People's Web, and discuss how Web-based power struggles between marketers and consumer brand authors challenge accepted branding truths and paradigms: where short-term brands can trump long-term icons; where marketing looks more like public relations; where brand building gives way to brand protection; and brand value is driven by risk, not returns.
About: This article is published in Business Horizons.The article was published on 2011-05-01. It has received 535 citations till now. The article focuses on the topics: Brand management & Brand equity.
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TL;DR: In this paper, a consumer's positively valenced brand-related cognitive, emotional and behavioral activity during or related to focal consumer/brand interactions is analyzed in three different social media contexts, including cognitive processing, affection, and activation.
1,863 citations
TL;DR: The concept of customer engagement (CE) aggregates the multiple ways customer engagement can be achieved as discussed by the authors, and it is used in marketing and service research to highlight the blurring of boundaries between firms and customers.
Abstract: Recent developments in marketing and service research highlight the blurring of boundaries between firms and customers. The concept of customer engagement (CE) aggregates the multiple ways customer...
876 citations
TL;DR: In this article, the authors test hypotheses regarding differences in brand-related user-generated content (UGC) between Twitter (a microblogging site), Facebook (a social network) and YouTube (a content community) using data from a content analysis of 600 UGC posts for two retail-apparel brands.
780 citations
TL;DR: It is found that brand trust has a fully mediating role in converting the effects of enhanced relationships in brand community to brand loyalty.
723 citations
TL;DR: In this article, a framework of social media's impact on brand management is introduced, arguing that consumers are becoming pivotal authors of brand stories due to new dynamic networks of consumers and brands formed through social media and the easy sharing of brand experiences in such networks.
682 citations
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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.
13,932 citations
TL;DR: In this article, the authors argue that social media is a hybrid element of the promotion mix because in a traditional sense it enables companies to talk to their customers, while in a nontra-ditional sense it enable customers to talk directly to one another.
3,492 citations
TL;DR: In this paper, the authors trace the rise of the modern cultural engineering paradigm of branding, premised upon a consumer culture that granted marketers cultural authority, and describe the current post-postmodern consumer culture, which is premised on the pursuit of personal sovereignty through brands.
Abstract: Brands are today under attack by an emerging countercultural movement. This study builds a dialectical theory of consumer culture and branding that explains the rise of this movement and its potential effects. Results of an interpretive study challenge existing theories of consumer resistance. To develop an alternative model, I first trace the rise of the modern cultural engineering paradigm of branding, premised upon a consumer culture that granted marketers cultural authority. Intrinsic contradictions erased its efficacy. Next I describe the current postmodern consumer culture, which is premised upon the pursuit of personal sovereignty through brands. I detail five postmodern branding techniques that are premised upon the principle that brands are authentic cultural resources. Postmodern branding is now giving rise to new contradictions that have inflamed the antibranding sentiment sweeping Western countries. I detail these contradictions and project that they will give rise to a new post-postmodern branding paradigm premised upon brands as citizen-artists.
1,797 citations
Book•
24 Aug 2009
TL;DR: In this article, Qualman discusses the business implications of social media and how to use it to increase sales, cut marketing costs, and communicate directly with consumers in a trustworthy way.
Abstract: Praise for Socialnomics "It's obvious that Erik Qualman's passion is social media." Dan Heath, New York Times bestselling coauthor of Made to Stick and Switch "People are hot for social media . . . Erik Qualman says it's about listening first, then selling." Forbes "Erik Qualman has been doing his homework on the social media phenomenon." The Huffington Post "This is a must-read for anyone trying to leverage the social graph rather than be squashed by it." Steve Kaufer, CEO, TripAdvisor "You learn a lot about someone from how they treat their moms. Erik is a trustworthy guy." Chris Brogan, New York Times bestselling author of Trust Agents and Social Media 101 "Qualman is to social media what Demming is to quality and Drucker to management." Scott Galloway, Professor, Stern School of Business, NYU The newly revised and updated guide to the social media revolution! Welcome to the world of Socialnomicswhere consumers and the societies they create online have profound effects on our economy and the businesses that operate within it. Online word of mouth, social search, social commerce, and the influence of peer groups are making traditional marketing strategies obsolete. As a result, we no longer have a choice on whether we do social media; the question is how well we do it. Join Erik Qualman in Socialnomics for a fascinating look at the business implications of social media, and tap its considerable power to increase sales, cut marketing costs, and communicate directly with consumers.
719 citations
212 citations