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Brand Equity and Co-Creation Potential in the Social Media Environment: an Analysis of Brand Engagement with Community Influencers

Skute, Igors (2014) Brand Equity and Co-Creation Potential in the Social Media Environment: an Analysis of Brand Engagement with Community Influencers.

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Abstract:Social media introduced several notable changes to the digital marketing. The new technological developments facilitate an increased connectedness and empowerment of the social media users. This fosters a development of brand communities in the social media environment where users are enabled to participate in collaborative creation and sharing of value. Often, online communities possess a special subgroup of users with a high authority, credibility and a large number of connections who are empowered to influence the actual development of brand’s social media community, thus being identified as social media influencers. The sustainable and collaborative relationships with community influencers present marketers with remarkable business potential from one perspective and yet relatively unexplored challenges from another. The purpose of this paper is to address the issue of brand engagement with its community influencers in the social media environment and analyse the impact of collaborative engagement on the brand’s social media equity and co-creation potential development. The research study investigates two industry-leading information technology (IT) and business analytics software and services suppliers. Findings reflect a positive impact of brand engagement with community influencers on brand equity and co-creation potential, thus contributing relevant insights for academics and practitioners to the novel and developing concept.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 54 computer science, 85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/65359
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