Building Brand Identity in the Age of Social Media: Emerging Research and Opportunities

Building Brand Identity in the Age of Social Media: Emerging Research and Opportunities

Amir Ekhlassi (University of Tehran, Iran), Mahdi Niknejhad Moghadam (University of Tehran, Iran) and Amir Mohammad Adibi (University of Tehran, Iran)
Projected Release Date: January, 2018|Copyright: © 2018 |Pages: 135
ISBN13: 9781522551430|ISBN10: 1522551433|EISBN13: 9781522551447|DOI: 10.4018/978-1-5225-5143-0

Description

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.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Brand Identity
  • Brand Loyalty
  • Consumer Brand Engagement
  • Employer Branding
  • Social Media Branding
  • Strategy in Social Media

Table of Contents and List of Contributors

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