Social Media and Consumer Insight

Prof Rajagopal

Chapter 6 in Managing Social Media and Consumerism, 2013, pp 109-131 from Palgrave Macmillan

Abstract: Abstract A new generation of companies is working with new modes of social collaboration to improve consumer participa tion in business Lhrough social networks. The importance of social business to organizations is expected to grow over the next few years. Some companies that have achieved higher technological skills in association with social networks include International Business Machines Inc. (IBM) and Systems Applications and Products (SAP). It has been realized by most upcoming companies that channeling business through social media can achieve more than mere social connectivity and entertainment objectives. Web 2.0 technologies have become pivotal for encouraging consumer participation through social networks and enabling customer-centric companies to form collaborations between employees, partners, and customers (DiMauro and Zavel, 2012). As information technology continues to build social networks, smart grids are being developed among several customer-focused social business initiatives in the global marketplace. Highly customer-centric companies like Unilever and Nestle are starting to engage in social gaming in order to entice customers toward their brand and using consumer interface platforms to disseminate the brand image. Customers are awarded points based on their social network participation for the company and brand.

Keywords: Social Medium; Brand Equity; Brand Image; Brand Personality; Corporate Brand (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-28192-0_6

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DOI: 10.1057/9781137281920_6

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