Tapping into user habits to create a strong digital presence

Toby Chishick

Journal of Digital & Social Media Marketing, 2015, vol. 3, issue 2, 175-182

Abstract: This paper discusses the evolution of social media, user habits and how to create an online brand presence. It describes the structure of the global social media accounts for one of the world’s top three confectionery brands, KitKat®, as well as the importance of understanding and embracing internet culture. It also considers the importance of brand tone of voice, understanding a brand’s audience online and the benefits of experimenting with new formats and apps, and looks at the growing culture of immediacy and the changing digital landscape.

Keywords: social media; online presence; user habits; social networks; Facebook; Twitter; KitKat®; advertising; new media (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/819/download/ (application/pdf)
https://hstalks.com/article/819/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2015:v:3:i:2:p:175-182

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().