Brand-related content on social media
Gross, Jana, Tomczak, Torsten, Gollnhofer, Johanna
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Produktnummer:
180c3ecaf316c44ee69ffd8b19c0f25002
| Autor: | Gollnhofer, Johanna Gross, Jana Tomczak, Torsten |
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| Themengebiete: | Brand-Related Content Influencer Marketing Social Media Marketing |
| Veröffentlichungsdatum: | 17.10.2022 |
| EAN: | 9783905819342 |
| Sprache: | Englisch |
| Seitenzahl: | 20 |
| Produktart: | Kartoniert / Broschiert |
| Verlag: | THEXIS |
| Untertitel: | Consumers as social media influencers |
Produktinformationen "Brand-related content on social media"
Consumers are increasingly relying on social media to recommend brands to their peers. Consumers produce and upload brand-related content to their social media profiles, acting as social media influencers when they recommend brands in their content. While consumers differ fundamentally in their motivations for producing and uploading brand-related content to their social media profiles, many marketing managers do not distinguish between different consumer types on social media, opting for a one-size-fits all approach. Hence, marketing managers lack an understanding of how to use these social media influencers’ full potential. We develop a framework that shows that consumers are motivated either by intrinsic or extrinsic motivations to produce and upload brand-related content. Moreover, our framework shows that brand-related communication is either brand-focused or passion-focused. We provide impactful recommendations for marketing managers of how to successfully present their brands on social media.
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