Branding Strategies for Social Media Marketing

Simona Vinerean

Expert Journal of Marketing, 2016, vol. 4, issue 2, 77-83

Abstract: Companies are increasingly recognizing the value of social media marketing for their implication in developing and increasing the value of a brand in online environments. As a result, companies devote time and effort to engage with current and potential consumers on social media platforms and co-create of value with brand advocates. This study focuses on social media marketing as part of digital inbound marketing, its uses for organizations and its potential for branding in online settings. These brand-related social media tactics and strategies involve initiatives such as ongoing business-to-consumer conversations, content that is created and shared on social media, consumer engagement experiences, and a brand persona that invites consumers to co-create the brand in online settings, it promotes interaction, participation, and collaboration with consumers. This study concludes with some recommendations on future research.

JEL-codes: M31 M39 O33 (search for similar items in EconPapers)
Date: 2016
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