An exploratory study of Social Media in corporate branding

Maria Vernuccio

Micro & Macro Marketing, 2010, issue 2, 189-214

Abstract: Corporate Brands are assuming increasing importance in competition. At the same time, interaction with (and among) the stakeholders has an increasing role in the construction in the brand's meaning. The aim of this paper is to identify emerging strategies in the use of Social Media in the corporate branding toolbox. The exploratory research has been pursued through a quantitative survey on 60 Corporate Brands. Content analysis was utilized as technique for data gathering, while data processing was undertaken through hierarchical cluster analysis. This study finds evidence of very different approaches to the use of Social Media in communicating the Corporate Brand. It also highlights future trends, particularly in terms of interactivity and opening up of the process of brand building with input from key stakeholders. In conclusion, an agenda for future research is proposed.

Keywords: Corporate Branding; Social Media; interactivity; stakeholder; cluster analysis (search for similar items in EconPapers)
Date: 2010
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