Organisational approaches to brand identity on social media: Comparing brand websites and Facebook pages

Adam Peruta, William Ryan and Gregory Acquavella

Journal of Digital & Social Media Marketing, 2014, vol. 2, issue 1, 91-102

Abstract: Corporate branding online is currently at a crossroads. Branding involves using symbols, names or visual designs to communicate the identity and tone of a corporation. With the arrival of social media, however, corporations need to rethink and restructure their branding efforts. The structure of social media sites changes the way brand values and philosophies are communicated to the consumer. Sites such as Facebook provide a way for corporations to interact directly with and respond to their consumers. Through an exploratory content analysis, this study examines 40 of the brands listed on Interbrand’s list of the 100 best global brands of 2011 and compares the brands’ websites and Facebook pages. The study documents that while these brands are adding content to their Facebook pages, they are not utilising or leveraging their brand identity to interact with consumers on these sites. This finding presents a huge opportunity for brands looking to extend their exposure to consumers through social media.

Keywords: social media; branding; Facebook; websites (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2014:v:2:i:1:p:91-102

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