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Two Faces of Social Media: Brand Communication and Brand Research
Author(s) -
Beuker Ralf,
Abbing Erik Roscam
Publication year - 2010
Publication title -
design management review
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1557-0614
DOI - 10.1111/j.1948-7169.2010.00051.x
Subject(s) - advertising , brand management , social media , brand awareness , business , brand equity , psychology , marketing , computer science , world wide web
The social web is not just a place to communicate about your brand—it's also a good place to facilitate brand research. But remember that knowing the attitudes and behavior of your target audience comes first.