Add to ORKGSocial media offers many opportunities for building brand relationships. One method of fostering relationships is to create a social media presence for the company spokes-character. Anecdotal evidence suggests that such a strategy can be very effective, though empirical research is needed. This paper reviews what is known and highlights a concern, based on analysis of the case of Louie the Fly and Mortein, that consumers may interact with characters as if they were separate to their parent brand. Hence positive associations with the character may not translate into positive brand outcomes. Following discussion, a model is proposed for testing
In this paper, we examine the ways brands communicate via social media. Using a content analysis, we...
In the digital era concepts such as social networks, blogs and forums have become integrated keyword...
textRelationship marketing is an important part of the development of brands. The following report ...
Spokes-characters are ‘...animated beings or objects, created to promote a product, service or idea’...
Spokes-characters are ‘...animated beings or objects, created to promote a product, service or idea’...
Spokes-characters are ’…animated beings or objects, created to promote a product, service or idea’ (...
This chapter bridges academic and managerial perspectives on the use of social media platforms for t...
While there is extensive research regarding the way users in social networking sites (SNSs) connect ...
Social Media is fast becoming an integral component of the marketing strategies for many brands as a...
Social media has fundamentally changed the way brands can communicate and interact with their consum...
Building a brand is a long-term process and it also applies to the world of social media. It is said...
Despite the increasing use of social media sites to engage consumers, the consumer brand engagement ...
Abstract In the marketing world, in which social media is becoming a natural part of any company’s o...
International audienceto those they have towards other individuals (Fournier and Alvarez 2012). One ...
Consumers increasingly control their relationships with brands, including how and with whom they cho...
In this paper, we examine the ways brands communicate via social media. Using a content analysis, we...
In the digital era concepts such as social networks, blogs and forums have become integrated keyword...
textRelationship marketing is an important part of the development of brands. The following report ...
Spokes-characters are ‘...animated beings or objects, created to promote a product, service or idea’...
Spokes-characters are ‘...animated beings or objects, created to promote a product, service or idea’...
Spokes-characters are ’…animated beings or objects, created to promote a product, service or idea’ (...
This chapter bridges academic and managerial perspectives on the use of social media platforms for t...
While there is extensive research regarding the way users in social networking sites (SNSs) connect ...
Social Media is fast becoming an integral component of the marketing strategies for many brands as a...
Social media has fundamentally changed the way brands can communicate and interact with their consum...
Building a brand is a long-term process and it also applies to the world of social media. It is said...
Despite the increasing use of social media sites to engage consumers, the consumer brand engagement ...
Abstract In the marketing world, in which social media is becoming a natural part of any company’s o...
International audienceto those they have towards other individuals (Fournier and Alvarez 2012). One ...
Consumers increasingly control their relationships with brands, including how and with whom they cho...
In this paper, we examine the ways brands communicate via social media. Using a content analysis, we...
In the digital era concepts such as social networks, blogs and forums have become integrated keyword...
textRelationship marketing is an important part of the development of brands. The following report ...