Premium
Get Real and Prosper: Why Social Media Demands Authentic Brands
Author(s) -
Faust William,
Householder Leigh
Publication year - 2009
Publication title -
design management review
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1557-0614
DOI - 10.1111/j.1948-7169.2009.tb00224.x
Subject(s) - faust , premise , advertising , social media , business , marketing , computer science , world wide web , epistemology , philosophy , programming language
With the growing number of company‐sponsored opportunities for interactive digital experiences, William Faust and Leigh Householder stress the need for authenticity. They reinforce their premise with a rich array of cases, and elaborate how, more than just being engaging, these sites should connect with consumers in distinctive ways, be relevant to the brand and the customer, and be something individuals want to share with friends.