1,721,122 research outputs found
Communicating Corporate Brands Through Social Media: An Exploratory Study
No full textThe aim of this study is to identify and interpret the main emerging strategic approaches in communicating a corporate brand through social media (SM). A quantitative content analysis of the SM platforms of 60 major international corporate brands yielded data that were processed by hierarchical cluster analysis. The study identified four clusters, characterized by distinctive approaches in terms of interactivity and openness toward corporate brand building via SM. The findings highlighted that despite encouraging signs of effective use of SM for this purpose, the online corporate communication initiatives of more than a third of all companies are characterized as cautious. Corporate branding strategists are advised to adopt conversational forms of corporate communication, to expand the range of SM used and to involve a broad range of stakeholders in the dialogue. This study adds to the limited body of academic research into the use of SM as part of corporate communication and corporate brand-building strategy. © The Author(s) 2014
Outstanding Article in the International Journal of Business Communication
No full textThe aim of this study is to identify and interpret the main emerging strategic approaches in communicating a corporate brand through social media (SM). A quantitative content analysis of the SM platforms of 60 major international corporate brands yielded data that were processed by hierarchical cluster analysis. The study identified four clusters, characterised by distinctive approaches in terms of interactivity and openness towards corporate brand-building via SM. The findings highlighted that despite encouraging signs of effective use of SM for this purpose, the online corporate communication initiatives of more than a third of all companies are characterised as cautious. Corporate branding strategists are advised to adopt conversational forms of corporate communication, to expand the range of SM used and to involve a broad range of stakeholders in the dialogue. This study adds to the limited body of academic research into the use of SM as part of corporate communication and corporate brand-building strateg
Sinergie Italian Journal of Marketing
No full textSinergie Italian Journal of Management, the official journal of the Società Italiana Management (SIMA—the Italian Society of Management), is a peer-reviewed scholarly publication that presents leading research across all business and management areas and focuses on the main trends and boundary-pushing ideas in management studies
New communication approaches towards corporate brand-building via social media: An empirical study
No full textThe aim of this exploratory study is to identify the main emerging strategic approaches in communicating a corporate brand through social media (SM). A quantitative content analysis of the social media platforms of 60 major international corporate brands yielded data that were processed by hierarchical cluster analysis. The study identified four clusters, characterised by distinctive approaches in terms of interactivity and openness towards corporate brand-building via SM. The findings highlighted the extent to which companies and their stakeholders collaborate to build their corporate brands. This study adds to the limited body of academic research on the use of SM as part of a corporate brand-building strategy. A future research agenda is proposed
Casi di Marketing - Vol. 5
No full textI Best in Class della “Collana Giorgio Eminente” perseguono l’obiettivo di valorizzare i lavori di alcuni diplomati del Master Universitario in Marketing Management, presentando delle case history inedite, costruite a partire dalle esperienze di project work condotte presso alcune delle imprese partner del Master.
I casi proposti sono di grande utilità e interesse per tutti coloro i quali, studenti e professionisti, desiderino accrescere le proprie conoscenze di marketing attraverso la lettura e l’analisi di concrete esperienze d’impresa. Questo quinto volume della Collana presenta le storie di: Gentilini, Chrysler, Wind e GN Research.
Il libro accoglie, inoltre, i contributi dei relatori intervenuti al MUMM Conference Day 2008, dedicato al tema del “Global branding”. Al Convegno annuale del Master hanno partecipato studiosi e manager di elevato profilo in rappresentanza sia del mondo accademico sia di imprese di rilievo internazionale come: Henkel, Fox TV, McDonald’s e Mercedes.
Con la Collana, il MUMM intende anche ricordare la figura del Professor Giorgio Eminente, insigne studioso di marketing, che ha sempre dedicato uno straordinario impegno verso la formazione dei giovani.The Best in the Class "Series Giorgio Eminent" shall have the aim to showcase the work of some graduates of the Master in Marketing Management, presenting the case history novel, built from the experiences of project work conducted at some of the business partners of the Master . The cases are of great use and interest to anyone who, students and professionals wishing to enhance their marketing knowledge through reading and analysis of practical business experience. This fifth volume of the series features the stories of: Gentilini, Chrysler, Wind and GN Research.Il book welcomes also the contributions of the speakers at the Conference MUMM Day 2008, dedicated to the theme of "Global Branding". At the annual conference of the Master attended high-profile scholars and managers representing both academia both companies of international renown such as Henkel, Fox TV, McDonald's and Mercedes.Con the necklace, the MUMM also intends to recall the figure of Professor George eminent, distinguished scholar of marketing, which has always devoted an extraordinary commitment to the training of young people
I social media e il loro impiego nelle strategie di corporate branding. Un’indagine esplorativa
Full text linkCorporate Brands are acquiring growing 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 that use Social Media to communicate the corporate brand and boost its strength. 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 on the issue is proposed
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