Building Brand Identity in the Age of Social Media: Emerging Research and Opportunities

Amir Ekhlassi, Mahdi Niknejhad Moghadam, Amir Mohammad Adibi

ISBN13: 9781522551430|ISBN10: 1522551433|EISBN13: 9781522551447

DOI: 10.4018/978-1-5225-5143-0

MLA

Ekhlassi, Amir, et al. Building Brand Identity in the Age of Social Media: Emerging Research and Opportunities. IGI Global, 2018. https://doi.org/10.4018/978-1-5225-5143-0

APA

Ekhlassi, A., Niknejhad Moghadam, M., & Adibi, A. (2018). Building Brand Identity in the Age of Social Media: Emerging Research and Opportunities. IGI Global. https://doi.org/10.4018/978-1-5225-5143-0

Chicago

Ekhlassi, Amir, Mahdi Niknejhad Moghadam, and Amir Mohammad Adibi. Building Brand Identity in the Age of Social Media: Emerging Research and Opportunities. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-5143-0

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To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Social media is a useful tool for developing the relationships between businesses and consumers.

Building Brand Identity in the Age of Social Media: Emerging Research and Opportunities is a critical scholarly resource that examines the media consumption and habits of consumers to evaluate the challenges of brand building. Featuring coverage on a broad range of topics such as brand identity, brand loyalty, and social media branding, this book is geared towards marketing professionals, business managers, and individuals interested in how social media fits into today’s marketing environments.

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Front Materials

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Title Page

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Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series

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Dedication

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Preface

Chapters

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Chapter 1

The Concept of Brand Identity: Internal Perspective (pages 1-28)

In this chapter, the concepts of brand identity and brand image and the linkage between them, brand loyalty, are explored, and the way firms can enhance brand loyalty is explained briefly. The challenges that companies face in...

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Chapter 2

The Concept of Social Media: The Functional Building Blocks (pages 29-60)

In the previous chapter, the authors briefly looked at different aspects of branding and how they should be implemented within companies. Recently, the world of marketing has seen a revolutionary shift, as traditional media—which...

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Chapter 3

Managing Brands Through Social Media: Storytelling in Social Media-Based Brand Communities (pages 61-93)

In this chapter, the authors describe the concept of brand community and how it is changing in the context of social media, and how it will impact brand trust and brand loyalty. Then they turn their gaze toward brand storytelling, a...

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Chapter 4

Social Media Branding Strategy: Social Media Marketing Approach (pages 94-117)

Social media have changed the way brands and consumers interact with each other. This revolution has forced many companies to utilize social media platforms in their marketing plans, but they also tend to forget that these new tools...

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Chapter 5

Branded Content on Social Media: Help Brands to Stay Healthy (pages 118-131)

Social media platforms have become a powerful marketing tool for brands in order to reach new audiences and engage with them. Creative content is a vital part of social media marketing strategies, as innovative content can attract...

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Chapter 6

The Role of Social Media in Special Types of Brand Building: Destination Branding, Personal Branding, and Employer Branding Through Social Media (pages 132-154)

In previous chapters, the importance of social media in branding activities was explored. The question that remains is the role that social media play in various forms of branding. First, the concept of destination branding, and the...

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Chapter 7

The Impact of Social Media on Brand Loyalty: Achieving “E-Trust” Through Engagement (pages 155-168)

Companies are always looking for different ways to increase their profits, and they often find themselves searching for new customers to grow their business. Acquiring new customers costs more than trying to encourage current ones to...

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Building Brand Identity in the Age of Social Media: Emerging Research and Opportunities

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