How brand managers can keep control the impact of social media on brand identify

سال انتشار: 1393
محل انتشار: اولین کنفرانس بین المللی مدیریت در قرن ۲۱
کد COI اختصاصی: ICMNG01_194
زبان مقاله: انگلیسی
تعداد مشاهده: 938

نویسندگان

Master student in Executive Management, Islamic Azad University, Kish International Branch, Kish, Iran,

چکیده

Today, we are surrounded by successful brands. From the computers and mobile phones that we use to communicate to the food we eat and which shop we buy our clothes at, it is crucial that companies reach the customers with the right information and message at the right time in the decision making process, to make sure that the brand image corresponds with the brand identity and influence them to choose the brand. There could be an iterative development process with feedback along the way and millions of minds can think of the development and exchange ideas. The aim of this study is to express the strategy that brand managers use in order to keep a large extent control on the impact of social media on brand identity. Customers are more in control of brands than ever before because of new emerged technologies and companies need to adapt their marketing and brand activities to prevent brand withering The results of the study showed that it is time for brand managers to shift their focus to customer retention, instead of putting all their eggs in the acquisition basket. Social media has enabled customers to share information and speak very freely with each other online and businesses have less control about what is said about them and brand managers are now more of observers watching comments about their products posted by customers. The phenomenon social media is fairly new; the challenges are rather unexplored and need more research. Frequency of messaging is not important; instead frequency of contact is crucial. It is always important that keep consumer at the center of the social media activities and understand the target audience. Companies should start with small careful steps and not try to take the entire customer relationship online at once.

کلیدواژه ها

social media; brand managers; concepts; word of mouth; brand Identity; new Technology: customer behavior

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