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eBook Building Brand Identity in the Age of Social Media: Emerging Research and Opportunities, 1st Edition

  • Amir Ekhlassi
  • Mahdi Niknejhad Moghadam
  • Amir Mohammad Adibi
  • Published By: Business Science Reference
  • ISBN-10: 1522551441
  • ISBN-13: 9781522551447
  • DDC: 658.8
  • Grade Level Range: College Freshman - College Senior
  • 189 Pages | eBook
  • Original Copyright 2018 | Published/Released November 2018
  • This publication's content originally published in print form: 2018
  • Price:  Sign in for price

About

Overview

To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Social media is a useful tool for developing the relationships between businesses and consumers.Building Brand Identity in the Age of Social Media: Emerging Research and Opportunities is a critical scholarly resource that examines the media consumption and habits of consumers to evaluate the challenges of brand building. Featuring coverage on a broad range of topics such as brand identity, brand loyalty, and social media branding, this book is geared towards marketing professionals, business managers, and individuals interested in how social media fits into today’s marketing environments.

Table of Contents

Front Cover.
Title Page.
Copyright Page.
Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series.
Titles in This Series.
Dedication.
Table of Contents.
Preface.
1: The Concept of Brand Identity: Internal Perspective.
2: The Concept of Social Media: The Functional Building Blocks.
3: Managing Brands Through Social Media: Storytelling in Social Media-Based Brand Communities.
4: Social Media Branding Strategy: Social Media Marketing Approach.
5: Branded Content on Social Media: Help Brands to Stay Healthy.
6: The Role of Social Media in Special Types of Brand Building: Destination Branding, Personal Branding, and Employer Branding Through Social Media.
7: The Impact of Social Media on Brand Loyalty: Achieving “E-Trust” Through Engagement.
Related Readings.
Index.