BRAND IMAGE IN SOCIAL MEDIA – AN OUTLINE OF THE RESEARCH RELATED ISSUES

Marta Zembik ()
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Marta Zembik: University of Economics in Katowice, Institute of Business Information Systems

Polish Journal of Management Studies, 2015, vol. 11, issue 2, 203-212

Abstract: Growing competition together with an increase in consumers’ requirements result in some necessity for distinguishing a company’s offer on the market. Foundations of the market success may be provided by the brand image. In the era of the Internet and popularisation of social media, companies have lost a major part of their control over their brand image that at present is a derivative of feedback and opinions obtained in social media. Therefore, companies are now facing some need to conduct related research into their brand image in the social media environment. This allows for identifying a process of selecting products by consumers, behaviours of consumers and their attitudes towards brands.

Keywords: brand image; research methods; social media (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (1)

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