Managing Public Relations and Brand Image through Social Media

Managing Public Relations and Brand Image through Social Media

Anurag Singh (Banaras Hindu University, India) and Punita Duhan (Meera Bai Institute of Technology, India)
Release Date: May, 2016|Copyright: © 2016 |Pages: 353
ISBN13: 9781522503323|ISBN10: 1522503323|EISBN13: 9781522503330|DOI: 10.4018/978-1-5225-0332-3


Each consumer now has the power to be a journalist, reviewer, and whistle blower. The prevalence of social media has made it possible to alter a brand’s reputation with a single viral post, or spark a political movement with a hashtag. This new landscape requires a strategic plasticity and careful consideration of how the public will react to an organization’s actions. Participation in social media is mandatory for a brand’s success in this highly competitive online era.

Managing Public Relations and Brand Image through Social Media provides the latest research and theoretical framework necessary to find ease in the shifting public relations and reputation management worlds. It provides an overview of the tools and skills necessary to deftly sidestep public affronts and to effectively use online outlets to enhance an organization’s visibility and reputation. This publication targets policy makers, website developers, students and educators of public relations, PR and advertising professionals, and organizations who wish to better understand the effects of social media.

Topics Covered

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

  • Brand Image
  • Brand Management
  • Brand Promotion
  • Corporate Reputation
  • Customer Engagement
  • Customer Relationship Management
  • Negative Publicity Management
  • Swarm Intelligence

Reviews and Testimonials

Through 15 chapters, management and other scholars from the US, Asia, Europe, and Tunisia discuss the management of public relations and brand image through social media, with a focus on developing countries. They address public relations, publicity, and reputation management, including managing negative publicity; brand management, including country brand management and consumer engagement; customer relationship management; the impact of social media adoption on knowledge sharing, purchase intentions, instant gratification, and emotions and attitudes; and emerging trends in digital marketing, such as electronic word-of-mouth.

– ProtoView Reviews

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Anurag Singh is a Faculty member in the Faculty of Management Studies, Banaras Hindu University, Varanasi, with fifteen years of academic and six years of research experience. He has authored one book and has to his credit thirty-five research papers in national and international journals. He is a former Assistant professor of Department of Business Administration, Assam University, Silchar.
Punita Duhan is a Doctoral Research Fellow in marketing area at Faculty of Management Studies, Banaras Hindu University, Varanasi and is pursuing research to study the influences of Social Media on consumer behaviour. She is faculty in Business Administration with Department of Training And Technical Education, Govt. of Delhi for the last 16 years. Prior to this, she has worked as Faculty of Management with University Business School, Panjab University, Chandigarh and IMT, Faridabad. Author has presented papers in many national and international seminars and conferences and has many international and national publications to her credit.