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)
Copyright: © 2016 |Pages: 353
ISBN13: 9781522503323|ISBN10: 1522503323|EISBN13: 9781522503330
DOI: 10.4018/978-1-5225-0332-3
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MLA

Singh, Anurag, and Punita Duhan. "Managing Public Relations and Brand Image through Social Media." IGI Global, 2016. 1-353. Web. 27 Mar. 2020. doi:10.4018/978-1-5225-0332-3

APA

Singh, A., & Duhan, P. (2016). Managing Public Relations and Brand Image through Social Media (pp. 1-353). Hershey, PA: IGI Global. doi:10.4018/978-1-5225-0332-3

Chicago

Singh, Anurag, and Punita Duhan. "Managing Public Relations and Brand Image through Social Media." 1-353 (2016), accessed March 27, 2020. doi:10.4018/978-1-5225-0332-3

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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.

Table of Contents

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Front Materials
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Title Page
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Copyright Page
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Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series
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Editorial Advisory Board
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Foreword
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Preface
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Acknowledgment
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Chapters
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PR, Publicity and Reputation Management through Social Media
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Chapter 1
Ana Isabel Gonzalez Michel (Albertus Magnus College, USA), Thomas E. Ruggiero (The University of Texas at El Paso, USA), Kenneth C. C. Yang (The University of Texas at El Paso, USA)
Prior studies on the use of social media by public relations professionals are often descriptive and did not apply communication theories to fully evaluate the richness of this emerging communication platform. These studies did not...
How Public Relations Practitioners Perceive Social Media Platforms?: A Media Richness Perspective
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Chapter 2
Himadri Barman (Dibrugarh University, India)
The Chapter talks about the importance of social media from the view of publicity for an organization. It talks about a few real life situations where organizations have suffered as a result of negative publicity on the social media....
Managing Negative Publicity on Social Media: Getting Back on Track
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Chapter 3
Asha Kaul (Indian Institute of Management, India), Avani Desai (GLS University, India)
The primary objective of this chapter is to highlight how social media can be used to strengthen stakeholders' relationships and build social capital for the organization, thereby enabling the organization to build, manage and...
Managing Corporate Reputation through Social Media
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Chapter 4
Vinod Kumar Singh (Gurkul Kangri University, India), Naman Sharma (Entrepreneurship Development Institute of India, India)
Gone are the days when Consumers had fewer product choices and companies had fewer sources of finding the right candidates for their work. Thanks to technology and globalization, things have changed. In this age of technology and...
Concept and Importance of Online Reputation Management
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Role of Social Media in Brand Management
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Chapter 5
Kijpokin Kasemsap (Suan Sunandha Rajabhat University, Thailand)
This chapter aims to promote brand management through social media in global marketing, thus explaining the theoretical and practical overview of social media, evolving dynamics of brand management, shifts in global marketing...
Role of Social Media in Brand Promotion: An International Marketing Perspective
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Chapter 6
Neus Soler-Labajos (Open University of Catalonia, Spain), Ana Isabel Jiménez-Zarco (Open University of Catalonia, Spain)
In the recent years the country brand has become a strategic asset for the nations. Rather than showing the culture and traditions of a place, the name of a country acts as a differentiator from everything that comes with the...
Country Brand Management: Assessing the Role of Social Media in Creating the Image of Marca España (Spain Brand)
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Chapter 7
Rajshree Singh (Amity University, India)
The traditional media has its own place and will always be there but the revolution in marketing era will change the thinking of the society as a whole and the various communication channels will always be in flux. The ability to...
Role of Consumer Engagement and Swarm Intelligence in Management of a Brand at Social Media
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Customer Relationship Management and Social Media
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Chapter 8
Neus Soler-Labajos (Open University of Catalonia, Spain), Ana Isabel Jiménez-Zarco (Open University of Catalonia, Spain)
The advent of the web 2.0 in general and the social networks in particular has altered the consumer behavior with brands, consumer becoming the protagonist of his relationship with the companies. The consumer is no longer passive...
Social CRM: The Role of Social Media in Managing Customer Relations
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Chapter 9
Manel Hamouda (ISGG, Tunisia)
In recent years, social media has become an integral part of internet users' everyday life. Customers are increasingly seen to be more like “content creators” or even company employees rather than mere customers as they were in...
Company-Customer Interaction via Social Media: Contributions to the Marketing Mix
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Assortment of Impacts of Social Media Adoption
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Chapter 10
António C. Moreira (University of Aveiro, Portugal), Mariana Mira Ferreira (University of Aveiro, Portugal), Pedro Macedo (University of Aveiro, Portugal)
This study involves several theories, namely: the theory of reasoned action, the technology acceptance model, the theory of planned behavior and the internet banking acceptance model. It aims to understand the relationships between...
Virtual Atmosphere, Emotions, Attitudes and Real Use: When “Love is in the Air” in a Virtual Community
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Chapter 11
Pedro Soto-Acosta (UMU - University of Murcia, Spain), Simona Popa (University of Murcia, Spain)
This paper examines factors, which affect web 2.0 knowledge sharing and its effect on organizational innovation in small and medium-sized enterprises (SMEs). The study also investigates whether web 2.0 knowledge sharing mediates the...
Antecedents and Consequences of Adopting Social Networking Technologies for Knowledge Sharing in Small Firms
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Chapter 12
Caroline S.L. Tan (University of Tsukuba, Japan)
This chapter examines how Lawson, a convenience store chain in Japan has taken a different approach in utilizing Twitter. This chapter begins with the background of the retail sector in Japan, specifically the convenience store...
We Need to Look Cute! But Is It Really Effective?: The Adoption of Culture in Twitter by a Japanese CVS
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Chapter 13
Saurabh Gupta (Banaras Hindu University, India), Anurag Singh (Banaras Hindu University, India), Punita Duhan (Meera Bai Institute of Technology, India)
The influence of social media on the various facets of society has attracted a lot of attention of the researchers in the last few years who are probing its multifaceted impact. One important aspect of social media is its role in...
Social Media and Business: In Search of Missing Links
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Chapter 5
Emerging Trends in Digital Marketing
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Chapter 14
Saurabh Kumar Dixit (North Eastern Hill University, India)
Due to its intangible nature, hospitality business finds it difficult to market its services. Past customer experiences are one of the best strategies that allow some quantification of the quality of the product. Word of mouth has...
eWOM Marketing in Hospitality Industry
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Chapter 15
Rajeev Kumar Malik (Banaras Hindu University, India), Priyanka (Banaras Hindu University, India), Sujit Kumar Dubey (Banaras Hindu University, India)
On one hand entry of e-commerce is bringing a new dimension to competitive landscape, and on the other the customers are becoming more aware and are willing to exercise their choice more than ever before. Increased influence of...
Interplay of Attitude, Satisfaction and Purchase Intentions: A Study of Indian Youth in Online Shopping
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Back Materials
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Compilation of References
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About the Contributors
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Index
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