Relevant bibliographies by topics / Online branding

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Online branding'

Author: Grafiati
Published: 4 June 2021
Last updated: 27 April 2022

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Journal articles on the topic "Online branding"

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Rowley, Jennifer. "Online branding." Online Information Review 28, no. 2 (April 2004): 131–38. http://dx.doi.org/10.1108/14684520410531637.

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Rigas, Dimitrios, Hammad Akhtar Hussain, and Nazish Riaz. "Online Branding and Marketing." International Journal of Sociotechnology and Knowledge Development 8, no. 2 (April 2016): 27–38. http://dx.doi.org/10.4018/ijskd.2016040103.

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Multimodal is quite established as communication metaphor in user interfaces and there is at least some limited prima facie case that can be used to influence positively consumer behaviour. This paper explores the perceptions of users to interactive multimodal e-branding and its effect on the consumer purchase decision. A sample of 200 respondents, was used as a basis to explore marketing techniques on social media and multimodal influence on consumer purchase decisions. The results and their analysis indicated that advertisements or messages to users with audio, video and text on in combination are the most effective forms of compiling multimodal messages that aim to advertise, persuade and eventually lead to a purchase on the e-commerce and social media platforms. The data also pointed to the use of multimodal Virtual Shopping Assistants. These findings provide an overall viewpoint on user perception that can be used as a basis for a series of empirical experiments in simulations to identify the specific user influence under particular user context and multimodal messages.
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Barreda, Albert A., Anil Bilgihan, Khaldoon Nusair, and Fevzi Okumus. "Online branding: Development of hotel branding through interactivity theory." Tourism Management 57 (December 2016): 180–92. http://dx.doi.org/10.1016/j.tourman.2016.06.007.

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Kaur, Mandeep. "Key Factors for Online Branding Success in India: An ISM Approach." Asian Journal of Engineering and Applied Technology 9, no. 1 (May 5, 2020): 42–50. http://dx.doi.org/10.51983/ajeat-2020.9.1.1078.

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In today’s digital age it is essential to analyse the factors that influence the success of online branding. Pure play e-tailer, Brick and mortar, click and mortar companies are required to follow online branding strategy. As online branding is the need of the hour companies are moving on the track where the ultimate destination is to adopt online branding as the strategy to stay ahead. Online branding is moving at the pace of the light. To keep up, companies need a robust foundation with the judgment to think precariously about the critical success factors for online branding. The purpose of the paper is to identify factors that influence the success of online branding, interrelationship among those factors and categories them in line with its driving and dependence power. These factors will help to prepare the model for companies who are planning to go for online branding strategy. Interpretative Structural Modelling approach is used to construct this model. The result found that both online factors and offline factors influence the success of online branding. Future research may endeavour to statistically validate the proposed model and may also expand the model by suggesting other factors that are influencing the success of online branding. Little research has investigated the interrelationship among factors which are affecting the success of online branding and thereby inducing companies to go for online branding. In addition the present paper contributed insights developed from the model that would help companies in taking decision related to online branding.
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Song, hyun jin. "Online premium advertisement's e-branding." KOREA SCIENCE & ART FORUM 1 (December 31, 2005): 57. http://dx.doi.org/10.17548/ksaf.2005.12.1.57.

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Shaker, Fahim, and Reaz Hafiz. "Personal Branding in Online Platform." Global Disclosure of Economics and Business 3, no. 2 (December 31, 2014): 109–20. http://dx.doi.org/10.18034/gdeb.v3i2.154.

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Online personal branding connotes a way to communicate favorable attributes of an individual self in the online platform in order to differentiate oneself from others that will assist to attain the professional goals along with relational aspirations. Numerous studies focused on the importance of having a strong personal brand but mostly ignored the way of developing it in the virtual world. The objective of the paper is to explore various literatures from different disciplines to address the issue of developing a contextual framework of “construction of online personal brands.” The study covers the area of personality dimensions, personal brand identity both core and extended, influence of surroundings in identity creation in the online environment, individual’s image positioning and management etc. JEL Classification Code: M31; M37
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San, Lim Ying, Azizah Omar, and Ramayah Thurasamy. "Online Branding: Are Malaysian Ready?" Advanced Science Letters 21, no. 6 (June 1, 2015): 2055–57. http://dx.doi.org/10.1166/asl.2015.6204.

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Rowley, Jennifer. "Online branding: the case of McDonald's." British Food Journal 106, no. 3 (March 2004): 228–37. http://dx.doi.org/10.1108/00070700410528808.

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Tiago, Flávio, Pedro Correia, Victor-Alexandru Briciu, and Teresa Borges-Tiago. "Geotourism Destinations Online Branding Co-Creation." Sustainability 13, no. 16 (August 9, 2021): 8874. http://dx.doi.org/10.3390/su13168874.

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The application of brand theory to destinations has grown in the last few decades, with the destination brand personality being a viable metaphor for creating and positioning destination brands. An often-overlooked tourism typology is geotourism; more specifically, volcanic tourism, since it can be a passive element of any tourism form or active nature tourism. However, its potential is relatively unexplored in terms of online branding. For this reason, the present study analyzes online brand image co-creation, using 300 websites related to three unique volcanic tourism destinations—Iceland, the Azores, and the Canary Islands. Three different types of sources (destination marketing organizations, commercial, and editorial websites) created these contents. The results demonstrate significant differences between the communication of the three destinations, with Iceland, where there is less aligned communication, most valuing geo elements in their communication, and the Azores, where all stakeholders communicate similar brand personality traits, displaying more aligned communication regarding brand personality. In the Canary Islands geotourism is less explored as a destination offer and is consequently less communicated. Acknowledging the different brand positioning and the parity and differentiation points among destinations with the same baseline offer—volcanic tourism—can be helpful for destination brand managers to reignite tourism and promote a unique tourism experience.
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Malik, Muhammad Shoukat, and Rabia Tanveer. "Effect of Rational Advertisement Appeal on Online Branding in Pakistan." International Journal of Industrial Marketing 3, no. 1 (November 20, 2018): 36. http://dx.doi.org/10.5296/ijim.v3i1.13635.

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The purpose of this study is to identify the effect of rational advertisement appeal on online branding within the context of Pakistan. Customer attitude is the moderator. The relationship between attitude of customers and online branding is also taken into consideration. Personal items and gadgets are two types of products considered in order to determine differences in purchases while being online. A quantitative survey based research design is used in this study. Nonprobability sampling technique of convenience sampling is used. Data were collected through an online questionnaire. 244 usable responses were obtained. Data was analyzed using SPSS 22. Factor analysis was performed followed by regression analysis and T-test. Results of data analysis revealed that a rational advertisement appeal is a significant predictor of online branding. Customer attitude did not moderate the relationship between rational advertisement appeal and online branding. However, customer attitude had a positive influence on online branding. There were some differences between the product types when consumers purchased online for personal items and gadgets. This study made an important contribution in the literature by investigation the effect of rational advertisement appeal on online branding.
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Dissertations / Theses on the topic "Online branding"

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Stigson, Gustav, and Nore Torbiörnsson. "Online branding hos svenska banker : En kvalitativ studie av fyra svenska bankers arbete med online branding." Thesis, Jönköping University, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-7616.

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Internet påverkar vår vardag i allra högsta grad. Våra rutiner har förändrats och därmed ställs det även krav på företagen att möta sina kunder där kunderna finns. En bransch som tagit stor hänsyn till detta är bankvärlden. Men hur möter de kunderna på den digitala arenan? Hur hanterar de sitt varumärke ur ett digitalt perspektiv?  

Denna studie har som syfte att undersöka just detta och se på fyra av de svenska rikstäckande bankernas digitala varumärkeshantering och hur de arbetar med kommunikation i digitala kanaler. Det intressanta är att se de tendenser som finns idag men även hur de undersökta bankerna ser på framtiden inom varumärkeshanteringen. För att få en tydlig teoretisk grund har författarna valt att göra studien utifrån ett redan utformat teoretiskt ramverk kallat i-Branding. 

Den metodologiska grunden för uppsatsen är kvalitativa djupintervjuer med representanter för utvalda banker. Vidare har studien en hermeneutisk ansats och har som syfte att vara tolkande.  

Viktiga resultat som studien visar på är att samtliga av de undersökta bankerna ser den digitala varumärkeshanteringen och internet som viktig. De ser dock inte någon större skillnad i hur man traditionellt arbetar med varumärkeshantering jämfört med den digitala varumärkeshanteringen. Samtliga banker påpekar att det är kundmötet som är det viktiga, oavsett var det äger rum. Många av bankerna hade även funderingar på hur man skulle kunna ta tillvara på de möjligheter som internet ger, men den faktiska aktiviteten inom området var mindre. Angående framtiden var samtliga banker av samma åsikt om att internets betydelse kommer öka och att traditionella massmedier kommer få en mindre del av marknadskommunikationen. Två av bankerna framhöll även mobiltelefonen som nästa stora kanal för bankernas kommunikation.

 


The fact that internet affects our everyday lives cannot be argued. Our routines have changed and so have the routines for companies. The companies now have to communicate to their customers using new methods. One industry that early adopted the digital technology is the banking industry. But how do they meet their customers on the digital arena? How do they manage their brands from a digital perspective? 

The aim of this study is to see how four of the Swedish banks are working with online branding and communication through digital channels. The study has two interesting viewpoints, to see the trends in online branding for banks and to see the future for brand management in the banking industry. As the theoretical foundation the writers has chosen to make the study through a theoretical framework called ”i-Branding”. 

The method used in the study is qualitative interviews with key persons from the different banks. Furthermore the study has a hermeneutic viewpoint and the goal is to interpret the results and through this describe and explain the phenomena.  

Key results that the study shows are that all of the banks see online branding and the internet as very important in their work with brand management. The banks however cannot separate online brand management from the traditional brand management. All the banks state that it is the meeting with the customer that has to be the central point, wherever it takes place. The banks also had a lot of thoughts on how the internet could be of better use in their brand management but it was a lack of actual activity from the banks. Regarding the future, all banks said that the impact of internet is going to increase and take shares from the traditional mass media. Two of the banks also said that they thought that the mobile phone is the next big channel for communication. 

 

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Sledzik, Christopher Steele. "PR and Online Branding Corporate Perceptions in a Digital Space: Branding Goodyear Engineered Products in the Automotive Aftermarket Online." Kent State University / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=kent1334608828.

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AMERKHANOVA, NATALYA, and ANASTASIA TOPALIDOU. "Online consumers' perspective on digital fashion branding magazines." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-17535.

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The study is focused on investigating the effectiveness of digital fashion branding magazines through the perspective of various types of online fashion consumers. The classification of online fashion consumers is based on motives of shopping behavior. Factors of positive online shopping experience were employed in order to identify perceptions and preferences towards digital fashion branding magazines. The study is implemented by the means of digital fashion branding magazines’ analysis, focus group and individual interviews. The results of the research enable to identify various ways of presenting the branding magazines. The study demonstrates differences in perceptions of digital fashion branding magazines of various types of online fashion consumers. The types of consumers attracted by the branding magazines are considered as well. Digital fashion branding magazines are regarded to be an effective marketing tool which requires further improvement by all the identified types.
Program: Master Programme in Fashion Management
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Witter, Jan-Moritz, and Thomas Sabathier. "Branding of two-sided online marketplaces : An integrative model to comprehend the reciprocity within vlaue creation and branding of two-sided online marketplaces." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35788.

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Background: Online marketplaces constitute one of the most successful business innovations of the Web 2.0. Nonetheless so far no branding theory has been connected to the topic of two-sided online marketplaces. This might be due to the high complexity and reciprocity of their value creation which however needs to be in order to apply any marketing and branding strategies.   Purpose:       Therefore, the purpose is to understand and clarify the value creation processes of two-sided online marketplaces and develop branding theory based on the findings thereof.   Method:        Within this thesis we conducted qualitative research.  The study is built on semi-structured interviews with 15 respondents that have used various two-sided online marketplaces either as sellers and buyers.   Conclusion: In order to understand the various variables of two-sided online marketplaces business model, we have identified, conceptualized and extended an integrative model to manage and brand their value. With the knowledge resulting from our literature review we built a model illustrating all pillars which influence value creation and thus brand perception and extended this model with the results of our own research. We have identified that while user behavior and preferences generally remain heterogeneous, commonalities such as social influences and convenience stick out most often for both user sides. Both pillars have barely been covered by research, which solely focused on network effects, price allocation and trust.
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Larsson, Jenny, and Maria Törnqvist. "Online Brand Perception : Functionality and Representationality in the Printer Manufacturing Industry." Thesis, Jönköping University, Jönköping International Business School, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-217.

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Background and problem: As Internet usage has become increasingly common and important in our society it is crucial for companies to acknowledge the impact of online branding. As differences between products are decreasing it is no longer sufficient to compete solely on price or quality. Thus the importance of brands and branding is increasing. Even though branding is a heavily research topic, almost all research has been performed with consumer markets in mind, more or less ignoring industrial markets. This is done in spite of most markets being predominated by industrial firms.

Purpose: The purpose of this thesis is to investigate how printer manufac-turers’ online brand messages can be perceived regarding functional benefits and representational satisfaction, and how this may affect the examined brands.

Method: To fulfil our purpose we chose to conduct a qualitative method, since this would provide us with in-depth answers. To structure our study we created a questionnaire to use as an analysical tool for our examination of the selected companies.

Conclusions: The conclusions drawn from this study are that printer manufacturers mainly emphasise the functional factors of their products to a large extent. Further, almost all brands of our sample can be perceived to be augmented ones. Of the few companies with highly developed brands, those with separate web sites for business and consumer buyers were in majority. Finally, since most printer manufacturers stress functionality the added-value of their brands is not as sustainable as it could be.

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Weil, Ari. "Terrorist Celebrity: Online Personal Branding and Jihadist Recruitment and Planning." Scholarship @ Claremont, 2018. https://scholarship.claremont.edu/pomona_theses/206.

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Shifts in culture and technology have changed the manifestation of celebrity in modern society, culminating in the practice of internet microcelebrity, where one views followers as fans, produces content consistent with a personal brand, and engages in strategic interaction with devotees. This thesis examines how those effects have also changed how terrorists present themselves and operationalize celebrity status. An original typology of terrorist celebrity is presented: traditional, martyr, and internet micro-celebrity. Two in-depth case studies of terrorist micro-celebrities are analyzed: Anwar al-Awlaki of Al Qaeda in the Arabian Peninsula and Junaid Hussain of the Islamic State. The case studies are examined through content analysis of social media postings, personal chat transcripts, as well as mainstream media coverage of the individuals used to reconstruct their biographies. Following mainstream trends, these terrorist internet celebrities have built personal brands that target specific communities. Awlaki targeted English-speaking Muslims living in the West and IS foreign fighters like Hussain often target young people in the fighter’s countries of origin. Their online personas are created to be relatable and engaging to those specific audiences. Ultimately, mainstream celebrity trends have bled into terrorist behavior. By creating brands and managing them through micro-celebrity practices, terrorists have effectively weaponized online celebrity, using it for recruitment and planning.
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Gonne-Victoria, Benjamin, Guillaume Lécuellé, and Nagisa Sasaki. "Students' perceptions of online personal branding on social media sites." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65789.

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This paper starts by an explanation of the context of personal branding and online personal branding and the problem identified by the authors. Thus, the purpose of the study is to investigate on the perception of students towards online personal branding through their own personal brand and with the perspective of matching employer’s expectations. A section reviewing online personal branding and related literature is provided in order to describe among others, the several components of the elaboration of an online personal brand and the different employers’ expectations towards this brand. Next, a section describing the different methods used in the study is implemented. The data of this paper is gathered through 13 semistructured interviews based on an operationalization of the different concepts presented in the theoretical framework section. The results are then presented in the empirical investigation section following recurrent identified themes bring by the respondents: The need to fit the norm, to stand out and of control. Then the data is analyzed through the theories and is therefore following the different components of an elaboration of a personal brand including the different items related to employer’s consideration and practices. Then the conclusion is drawing in order to answering the research question as well as providing some acknowledgement and recommendations. This paper has permitted to describe the perception of student towards online personal branding with the perspective of matching employers’ expectations. This perception is a rather incomplete online personal brand, consisting of a normalized image of the self, a tool for a certain self-realization towards a limited audience and a have a certain perception of an overall control of this online personal brand.
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Kania-Lundholm, Magdalena. "Re-Branding A Nation Online : Discourses on Polish Nationalism and Patriotism." Doctoral thesis, Uppsala universitet, Sociologiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-180903.

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The aim of this dissertation is two-fold. First, the discussion seeks to understand the concepts of nationalism and patriotism and how they relate to one another. In respect to the more critical literature concerning nationalism, it asks whether these two concepts are as different as is sometimes assumed. Furthermore, by problematizing nation-branding as an “updated” form of nationalism, it seeks to understand whether we are facing the possible emergence of a new type of nationalism. Second, the study endeavors to discursively analyze the ”bottom-up” processes of national reproduction and re-definition in an online, post-socialist context through an empirical examination of the online debate and polemic about the new Polish patriotism. The dissertation argues that approaching nationalism as a broad phenomenon and ideology which operates discursively is helpful for understanding patriotism as an element of the nationalist rhetoric that can be employed to study national unity, sameness, and difference. Emphasizing patriotism within the Central European context as neither an alternative to nor as a type of nationalism may make it possible to explain the popularity and continuous endurance of nationalism and of practices of national identification in different and changing contexts. Instead of facing a new type of nationalism, we can then speak of new forms of engagement which take place in cyberspace that contribute to the process of reproduction of nationalism. The growing field of nation-branding, with both its practical and political implications, is presented as one of the ways in which nationalism is reproduced and maintained as a form of “soft” rather than “hard” power within the global context. The concept of nation re-branding is introduced in order to account for the role that citizens play in the process of nation branding, which has often been neglected in the literature. This concept is utilized to critically examine, understand, and explain the dynamics of nation brand construction and re-definition, with a particular focus on the discursive practices of citizens in cyberspace. It is argued that citizens in the post-socialist countries, including Poland, can engage in the process of nation re-branding online. It is also argued that this process of online nation re-branding may legitimately be regarded as a type of civic practice through which citizens connect with each other and reproduce a form of cultural national intimacy. The results of the analysis of the online empirical material illustrate that nation re-branding is a complex, dynamic, and ambivalent phenomenon. It involves a process of discursive negotiation of nation and of national identity, but also challenges, dismantles, and transforms the national image as it is communicated both internally and externally. This reveals nation re-branding as an element in the post-socialist transformation from a ”nation” to a ”Western,” ”modern,” and ”normal” country in which dealing with an ”old” nation brand is as equally important as the introduction of the new brand. Nationalism does not disappear in the digital age, but rather becomes part of the new way of doing politics online, whereby citizens are potentially granted a form of agency in the democratic process.
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Li, Chiamin. "Current use of marketing communication in TECO’s and Sandvik’s online branding." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-10809.

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Rais, Josef. "Systémové řešení brandingu v online prostředí." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-203889.

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This thesis if focused on brand building on the internet and possibilities brought to this filed by usage of systems methodologies. SWOT analysis is widely used in marketing, but it is focused solely on evaluating the current state of things and there is no formal framework to connect branding with marketing. Critical Systems Heuristics (CSH) methodology is used to supplement traditional marketing approaches. CSH consists of 12 boundary questions which can be used to define ideal state of analyzed systems. CSH methodology is then used to create a draft of Monoe brand, which will stand for a provider of photographical and graphical services. Based on gathered information from boundary questions, a website for the brand was created and promotion on social networks was also started. This practical use of CSH shoved that the boundary questions are too vague to be properly used in branding, but mostly address the right fields. Because of that, the boundary questions were modified. The asset of this thesis is modifying CSH methodology so it can be used as a framework to build brands on the internet.
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Books on the topic "Online branding"

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Ray, Paprocki, ed. The complete idiot's guide to branding yourself. New York, N.Y: Alpha, 2009.

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Paprocki, Sherry Beck. The complete idiot's guide to branding yourself. New York, N.Y: Alpha, 2009.

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1961-, Arruda William, and Alba Jason, eds. Storytelling about your brand online & offline: A compelling guide to discovering your story. Cupertino, CA: Happy About, 2010.

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McColl, Peggy. Viral explosions!: Proven techniques to expand, explode, or ignite your business or brand online. Franklin Lakes, NJ: Career Press, 2010.

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Online personal brand: Skill set, aura, and identity. [Charleston, SC]: CreateSpace, 2014.

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Viral explosions: Proven techniques to expand, explode, or ignite your business or brand online. Franklin Lakes, NJ: Career Press, 2010.

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Social networking for career success: Using online tools to create a personal brand. New York: LearningExpress, 2011.

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H, Levine Edward, ed. Deep branding on the Internet: Applying heat and pressure online to ensure a lasting brand. Roseville, Calif: Prima venture, 2000.

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Kyle, Lacy, ed. Branding yourself: How to use social media to invent or reinvent yourself. Indianapolis, Ind: Que Pub., 2011.

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Cockrum, Jim. Free marketing: 101 low and no-cost ways to grow your business, online and off. Hoboken, N.J: Wiley, 2011.

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Book chapters on the topic "Online branding"

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Florek, Magdalena. "Online City Branding." In City Branding, 82–90. London: Palgrave Macmillan UK, 2011. http://dx.doi.org/10.1057/9780230294790_10.

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Riedel, Jana, and Ralph Sonntag. "Kompetenzen für das Online-ReputationManagement." In Social Branding, 97–109. Wiesbaden: Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-3755-1_7.

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Govers, Robert. "Rethinking Virtual and Online Place Branding." In Rethinking Place Branding, 73–83. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-12424-7_6.

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Arndt, Birgit. "Die Dell-Strategie online und offline." In E-Branding-Strategien, 265–76. Wiesbaden: Gabler Verlag, 2001. http://dx.doi.org/10.1007/978-3-322-89059-7_13.

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Rosskamp, Karen. "Online Branding in the Fast Fashion and Luxury Fashion Industry." In Omnichannel Branding, 307–29. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-21450-0_14.

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Maurer, Andreas. "Online-Reputation-Management im Social Web — Der Ansatz von 1." In Social Branding, 279–87. Wiesbaden: Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-3755-1_19.

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Yan, Jack. "Online Branding: An Antipodean Experience." In The Human Society and the Internet Internet-Related Socio-Economic Issues, 185–202. Berlin, Heidelberg: Springer Berlin Heidelberg, 2001. http://dx.doi.org/10.1007/3-540-47749-7_15.

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Nguyen, Bang, T. C. Melewar, and Don E. Schultz. "Understanding Online Brand Relationships in Western Asia: The Case of Lebanon and Saudi Arabia." In Asia Branding, 114–36. London: Macmillan Education UK, 2017. http://dx.doi.org/10.1057/978-1-137-48996-8_8.

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Lischka, Juliane A. "Media Brand Loyalty Through Online Audience Integration?" In Handbook of Media Branding, 307–19. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-18236-0_21.

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Abraham, Joan. "Surround Sound Media for Online Branding." In Creating Brand Cool, 36–46. New York, NY : Routledge, 2021.: Routledge, 2021. http://dx.doi.org/10.4324/9781003141341-6.

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Conference papers on the topic "Online branding"

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Rahmadi, I., and T. Fidowaty. "Products Branding and Online Shopping Sites Branding on Internet by Online Media Broadcasters." In Proceedings of the 1st International Conference on Informatics, Engineering, Science and Technology, INCITEST 2019, 18 July 2019, Bandung, Indonesia. EAI, 2019. http://dx.doi.org/10.4108/eai.18-7-2019.2287938.

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Khedher, Manel. "Dramaturgical perspective of online personal branding." In 2013 World Congress on Computer and Information Technology (WCCIT). IEEE, 2013. http://dx.doi.org/10.1109/wccit.2013.6618685.

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Qurrantain, Nadia, and Muhammad Himawan Sutanto. "Online Media Overview in Tourism Destination Branding." In 2nd Jogjakarta Communication Conference (JCC 2020). Paris, France: Atlantis Press, 2020. http://dx.doi.org/10.2991/assehr.k.200818.053.

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Yamakawa, Yoshinori, and Yoshinori Hara. "An Online Service Branding Method with Neuroscience Technology." In 2011 Annual SRII Global Conference (SRII). IEEE, 2011. http://dx.doi.org/10.1109/srii.2011.29.

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Jansen, Bernard J., Mimi Zhang, Kate Sobel, and Abdur Chowdury. "Micro-blogging as online word of mouth branding." In the 27th international conference extended abstracts. New York, New York, USA: ACM Press, 2009. http://dx.doi.org/10.1145/1520340.1520584.

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Kristina, Diah. "Multimodal Branding of Indonesian Online Promotional Discourse in Hospitality Industries." In Fourth Prasasti International Seminar on Linguistics (Prasasti 2018). Paris, France: Atlantis Press, 2018. http://dx.doi.org/10.2991/prasasti-18.2018.4.

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Alikhanova, Leyla H., Oksana K. Mineva, and Diana Sh Smirnova. "Employee Online Surveys: Satisfaction, Engagement, Loyalty, and Readiness for Personal Branding." In International Conference on Economics, Management and Technologies 2020 (ICEMT 2020). Paris, France: Atlantis Press, 2020. http://dx.doi.org/10.2991/aebmr.k.200509.098.

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Briciu, Victor-Alexandru. "OPPORTUNITIES AND LIMITATIONS OF ONLINE PLACE BRANDING STRATEGIES IN A CIRCULAR ECONOMY CONTEXT." In 6th SWS International Scientific Conference on Social Sciences ISCSS 2019. STEF92 Technology, 2019. http://dx.doi.org/10.5593/sws.iscss.2019.2/s04.028.

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Moser, Kilian J., Andranik Tumasjan, and Isabell M. Welpe. "Is content king? Job seekers’ engagement with social media employer branding content." In CARMA 2016 - 1st International Conference on Advanced Research Methods and Analytics. Valencia: Universitat Politècnica València, 2016. http://dx.doi.org/10.4995/carma2016.2016.3103.

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Abstract Increasing digitization and the emergence of social media have radically changed the recruitment landscape adding interactive digital platforms to traditional means of employer communication. Removing barriers of distance and timing, social media enable firms to continue their efforts of promoting their employment brand online. However, social media employer communication and employer brand building remains woefully understudied. Our study addresses this gap by investigating how firms use social media to promote their employer brand. We analyze employer branding communication in a sample of N = 216,828 human resources (HR) related Tweets from N = 166 Fortune 500 companies. Using supervised machine learning we classify the Tweet content according to its informational and inspirational nature, identifying five categories of employer branding social media communication on Twitter.
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Lomsap, Preeyatorn, and Ploy Sud-on. "The Impact of Online Branding and E-Service Quality on Fan Trust and Loyalty." In ICSET 2019: 2019 The 3rd International Conference on E-Society, E-Education and E-Technology. New York, NY, USA: ACM, 2019. http://dx.doi.org/10.1145/3355966.3355985.

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Reports on the topic "Online branding"

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Hotsur, Oksana. SOCIAL NETWORKS AND BLOGS AS TOOLS PR-CAMPAIGN IMPLEMENTATIONS. Ivan Franko National University of Lviv, March 2021. http://dx.doi.org/10.30970/vjo.2021.50.11110.

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The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool of PR campaign has both positive and negative points. Social networks intervene in the sphere of human life, become a means of communication, promotion, branding. The effectiveness of social networks has been evidenced by such historically significant events as Brexit, the Arab Spring, and the Revolution of Dignity. Special attention was paid to the 2019 presidential election. Based on the analysis of individual PR campaigns, the reasons for successful and unsuccessful campaigns from the point of view of network communication, which provide unlimited multimedia and interactive tools for PR, are highlighted. In fact, these concepts significantly affect the effectiveness of the implementation of PR-campaign, its final effectiveness, which is determined by the achievement of goals. Attention is drawn to the culture of communication during the PR campaign, as well as the concepts of “trolls”, “trolling”, “bots”, “botoin industry”. The social communication component of these concepts is unconditional. Choosing a blog as the main tool of a marketing campaign has both positive and negative aspects. Only a person with great creative potential can run and create a blog. In addition, it takes a long time. In fact, these two points are losing compared to other internet marketing tools. Further research is interesting in two respects. First, a comparison of the dynamics of the effectiveness of PR-campaign tools in Ukraine in 2020 and in the past, in particular, at the dawn of state independence. Secondly, to investigate how/or the concept of PR-campaigns in social networks and blogs is constantly changing.
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