Social Media: a literature review

Sara Patrícia Martins Gancho

Resumo


We have watched rapid developments for branding in social media in the last couple of years and the use of these platforms is stronger then ever these days, reaching audiences worldwide through multiplatform social media branding strategies. Social media can be an opportunity for business to: raise brand awareness, increase sales, generate brand loyalty and to overall better communicate with customers, helping build long lasting relationships. With social media (e.g., Facebook, Twitter and Instagram), companies are able to interact and engage directly with customers. Customers can share knowledge with each other and can participate in on-going conversations with brands that are active in social media. This creates a whole new perspective in the way companies are used to conduct their businesses, and also on the way we are used to communicate with others and with companies themselves. This article provides for a literature review on the evolution of social media and how it became relevant to brands as a marketing tool to generate engagement.


Palavras-chave


Social media; Social media strategy; Branding; Social media marketing.

Texto completo:

PDF/A

Referências


Baldassarri, S., 2011. Social Media Strategy. Social Media and Communication. Available at: http://www.simonebaldassarri.com/strategy.html [Accessed December 5, 2013].

Berthon, P.R. et al., 2007. When customers get clever: managerial approaches to dealing with creative consumers. Business Horizons, 50(1), pp.39–47.

Beuker, R. & Abbing, E.R., 2010. Two Faces of Social Media: Brand Communication and Brand Research. Design Management Review, 21(1), pp.54–60. Available at: http://doi.wiley.com/10.1111/j.1948- 7169.2010.00051.x.

Bottles, K. & Sherlock, T., 2011. Who should manage your social media strategy? Physician executive, 37(2), pp.68–72. Available at: http://www.ncbi.nlm.nih.gov/pubmed/21465899.

Briggs, T., 2010. Social Media’s Second Act: Toward Sustainable Brand Engagement. Design Management Review, 21(1), pp.46–53. Available at: http://doi.wiley.com/10.1111/j.1948-7169.2010.00050.x.

Christodoulides, G., 2009. Branding in the post-internet era. Marketing Theory, 9(1), pp.141–144. Available at: http://mtq.sagepub.com/cgi/doi/10.1177/1470593108100071 [Accessed November 17, 2013].

Corcoran, S., 2009. Defining owned, earned, and paid media. Forrester Blog.

Emarketer (ed.), 2012. Marketers Value Social Media for Both Branding and Customer Acquisition. Emarketer.com. Available at: http://www.emarketer.com/Article/Marketers-Value-Social-Media-Both- Branding-Customer-Acquisition/1008802 [Accessed November 13, 2012].

Evans, L., 2010. Social Media Marketing: Strategies for Engaging in Facebook, Twitter and other Social Media [online], Indianapolis, Indiana: Que Publishing. Available at: http://lib.myilibrary.com?ID=269209.

Garretson, R., 2008. Future tense: The global CMO., London, UK. Available at: http://graphics.eiu.com/upload/Google Text.pdf.

Gilmore, J.H. & II, B.J.P., 2002. The experience is the Marketing, Available at: http://www.amazon.com/exec/obidos/tg/detail/-/B00006JMDC/.

Hanna, R., Rohm, A. & Crittenden, V.L., 2011. We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3), pp.265–273. A vailable at: http://linkinghub.elsevier.com/retrieve/pii/S0007681311000243 [Accessed March 9, 2012].

Herder, R. & Law, E.B., 2009. Social Media: EMBRACING THE OPPORTUNITIES , AVERTING THE RISKS., Available at: http://www.nasba.org/files/2011/03/Social_Media_Policy_Article_Presentation-Aug09.pdf.

Interbrand, 2011. Best Global Brands. Interact with the best Global Brands of 2011, p.1. Available at: http://interbrand.com/en/best-global-brands/BGB-Interactive-Charts.aspx.

Jenkins, H., 2006. Convergence Culture: Where Old and New Media Collide, New York: University Press.

Jenkins, H., 2006. Convergence Culture: Where Old and New Media Collide, New York: University Press.

Jensen, H., 2009. B2B Branding Online. Norwegian University of Science and Technology.

Kaplan, A.M. & Haenlein, M., 2010. Users of the world , unite  ! The challenges and opportunities of Social Media. Business Horizons.

Kaplan, A.M. & Haenlein, M., 2010. Users of the world , unite  ! The challenges and opportunities of Social Media. Business Horizons.

Kotler, P. & Pfoertsch, W., 2007. Being known or being one of many: the need for brand management for business-to-business (B2B) companies. Journal of Business & Industrial Marketing, 22(6), pp.357–362. Available at: http://www.emeraldinsight.com/10.1108/08858620710780118 [Accessed March 28, 2012].

Kozinets, R. V et al., 2010. Networked Narratives  : Understanding Word-of-Mouth. Journal of Marketing, 74(March), pp.71–89.

Leek, S. & Christodoulides, G., 2011. Brands: Just for consumers? Introduction to the special issue on B2B branding. Industrial Marketing Management, 40(7), pp.1060–1062. Available at: http://linkinghub.elsevier.com/retrieve/pii/S0019850111001477 [Accessed March 9, 2012].

Li, C and Bernoff, J., 2008. Groundswell: Winning in a world transformed by Social Technologies, Boston, MA: Harvard Business Press.

MarketingPower, 2010. Word of mouth. MarketingPower. Available at: http://www.marketingpower.com/ [Accessed July 26, 2011].

McConnell, B. & Huba, J., 2007. Citizen Marketers: When People are the Message, New York, NY: Kaplan Publishing.

McDonald, D.D., 2007. What Social media adoption model are you following? Dennis D. McDonald’ s website.

Mckee, S., 2010. Creative B2B Branding (no,really), USA: Goodfellow Publishers Ltd.

Owyang, J.K., 2009. The Future of the Social Web,

Qualman, E., 2009. Socialnomics ‐ How social media transforms the way we live and do business, Hoboken, N.J.: John Wiley & Sons.

Rajagopal, 2013. Managing Social Media and Consumerism: The Grapevine Effect in Competitive Markets, Basingstoke, Hampshire: Palgrave Macmillan.

Raman, N.R.K., 2009. Building a bank ’s brand equity through Social media, Redwood Shores, CA. Available at: http://www.oracle.com/us/industries/financial-services/045588.pdf.

Rayport, J., 1996. The virus of marketing. Fast Company. Available at: http://www.fastcompany.com/magazine/06/virus.html.

Robinson, H., Wysocka, A. & Hand, C., 2009. Internet advertising effectiveness: the effect of design on click-through rates for banner ads. International Journal of Advertising.

Sashi, C.M., 2012. Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), pp.253–272. Available at: http://www.emeraldinsight.com/10.1108/00251741211203551 [Accessed November 10, 2013].

Schmitz, B., 2013. The Growing Role of Social Media in Product Design. Product & Service Advantage. A vailable at: http://creo.ptc.com/2013/05/06/the-growing-role-of-social-media-in-product-design/ [Accessed July 23, 2011].

Slater, S.F. & Narver, J.C., 1998. Customer-led and market-led: let’s not confuse the two. Strategic Management Journal, 19, pp.1001–6.

Stelzner, M.A., 2012. 2012 Social Media Marketing Industry Report, Available at: http://www.socialmediaexaminer.com/SocialMediaMarketingReport2011.pdf.

Yan, J., 2011. Social media in branding: Fulfilling a need. Journal of Brand Management, 18, pp.688–696.


Apontamentos

  • Não há apontamentos.




Licença Creative Commons
Este obra está licenciado com uma Licença Creative Commons Atribuição 4.0 Internacional.