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A New Customer Brand Engagement Framework in Social Media: The Case of Beauti Portugal SEM Healthcare

A New Customer Brand Engagement Framework in Social Media: The Case of Beauti Portugal SEM Healthcare

Amélia Maria Pinto da Cunha Brandão, André Filipe Rei Lopes, Paula Rodrigues
Copyright: © 2021 |Pages: 23
ISBN13: 9781799830344|ISBN10: 1799830349|EISBN13: 9781799830368
DOI: 10.4018/978-1-7998-3034-4.ch010
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MLA

Brandão, Amélia Maria Pinto da Cunha, et al. "A New Customer Brand Engagement Framework in Social Media: The Case of Beauti Portugal SEM Healthcare." New Techniques for Brand Management in the Healthcare Sector, edited by Ana Pinto Borges and Paula Rodrigues, IGI Global, 2021, pp. 161-183. https://doi.org/10.4018/978-1-7998-3034-4.ch010

APA

Brandão, A. M., Lopes, A. F., & Rodrigues, P. (2021). A New Customer Brand Engagement Framework in Social Media: The Case of Beauti Portugal SEM Healthcare. In A. Borges & P. Rodrigues (Eds.), New Techniques for Brand Management in the Healthcare Sector (pp. 161-183). IGI Global. https://doi.org/10.4018/978-1-7998-3034-4.ch010

Chicago

Brandão, Amélia Maria Pinto da Cunha, André Filipe Rei Lopes, and Paula Rodrigues. "A New Customer Brand Engagement Framework in Social Media: The Case of Beauti Portugal SEM Healthcare." In New Techniques for Brand Management in the Healthcare Sector, edited by Ana Pinto Borges and Paula Rodrigues, 161-183. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-3034-4.ch010

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Abstract

Brand researchers and practitioners acknowledge that brands have the power to create emotional relationships between customers and enterprises. Moreover, it is known that brands can sometimes reflect the strategic vision of a firm. The aim of this chapter is to capture the creation of an identity for a new brand and to create a framework to better manage customer brand engagement in social media. To the best of this author's knowledge, this research creates a new framework that allows managers better handling their social media strategy regarding engagement. This study contributes to the lack of studies regarding brand management in SMEs, found by Krake, Wong and Merrilees, and Merrilees, and more particularly, it addresses Ojasalo et al.'s gap regarding the few literature research about brand management in SMEs. Moreover, it provides some understanding of customer brand engagement evidenced through social media, which, according to Wallace et al., continues to present challenges.

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