Managing brands in the social media environment

Gensler, S., Völckner, F., Liu-Thompkins, Y. & Wiertz, C. (2013). Managing brands in the social media environment. Journal of Interactive Marketing, 27(4), pp. 242-256. doi: 10.1016/j.intmar.2013.09.004

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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.

Item Type: Article
Additional Information: NOTICE: this is the author’s version of a work that was accepted for publication in Journal of Interactive Marketing. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Interactive Marketing, Volume 27, Issue 4, November 2013, Pages 242–256, http://dx.doi.org/10.1016/j.intmar.2013.09.004.
Uncontrolled Keywords: Brand management, Brand stories, Social media
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HM Sociology
Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Divisions: Cass Business School > Faculty of Management
URI: http://openaccess.city.ac.uk/id/eprint/5274

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