Universität zu Köln

Gensler, Sonja, Voelckner, Franziska, Liu-Thompkins, Yuping and Wiertz, Caroline (2013). Managing Brands in the Social Media Environment. J. Interact. Mark., 27 (4). S. 242 - 257. NEW YORK: ELSEVIER SCIENCE INC. ISSN 1520-6653

Full text not available from this repository.

Abstract

The dynamic, ubiquitous, and often real-time interaction enabled by social media significantly changes the landscape for brand management. A deep understanding of this change is critical since it may affect a brand's performance substantially. Literature about social media's impact on brands is evolving, but lacks a systematic identification of key challenges related to managing brands in this new environment. This paper reviews existing research and introduces a framework of social media's impact on brand management. It argues 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. Firms need to pay attention to such consumer-generated brand stories to ensure a brand's success in the marketplace. The authors identify key research questions related to the phenomenon and the challenges in coordinating consumer- and firm-generated brand stories. (C) 2013 Direct Marketing Educational Foundation, Inc. Published by Elsevier Inc. All rights reserved.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Gensler, Sonja UNSPECIFIED UNSPECIFIED UNSPECIFIED Voelckner, Franziska UNSPECIFIED UNSPECIFIED UNSPECIFIED Liu-Thompkins, Yuping UNSPECIFIED UNSPECIFIED UNSPECIFIED Wiertz, Caroline UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-473507
DOI:	10.1016/j.intmar.2013.09.004
Journal or Publication Title:	J. Interact. Mark.
Volume:	27
Number:	4
Page Range:	S. 242 - 257
Date:	2013
Publisher:	ELSEVIER SCIENCE INC
Place of Publication:	NEW YORK
ISSN:	1520-6653
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language WORD-OF-MOUTH; USER-GENERATED CONTENT; CONSUMER CULTURE; IMPACT; COMMUNITY; NETWORK; REVIEWS; MATTER; ADS; MOTIVATIONS Multiple languages Business Multiple languages
URI:	http://kups.ub.uni-koeln.de/id/eprint/47350