Relevant bibliographies by topics / SOCIAL MEDIA BRANDING

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  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
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Academic literature on the topic 'SOCIAL MEDIA BRANDING'

Author: Grafiati
Published: 11 September 2023

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Journal articles on the topic "SOCIAL MEDIA BRANDING"

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Fahmi Al-Zyoud, Mohammad. "Social media marketing, functional branding strategy and intentional branding." Problems and Perspectives in Management 16, no. 3 (July 20, 2018): 102–16. http://dx.doi.org/10.21511/ppm.16(3).2018.09.

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It has been suggested that social media marketing may be inclined more towards functional branding than intentional branding. The present study empirically examined the relationship between social media marketing strategies, intentional branding and functional branding with a view to determining where social media marketing strategies are more strongly inclined towards intentional than functional branding. Quantitative data were collected from 133 participants from Jordan marketing departments using questionnaires and analyzed using SPSS. The results of the study confirmed the relationship between social media marketing strategies. However, results showed that social media marketing strategies are more strongly inclined towards intentional branding than functional branding suggesting that social media marketing strategies are oriented towards intentional branding. The study recommends examining the idea of intentional branding and its role in controlling the image of the brand among customers.
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Maresova, Petra, Jan Hruska, and Kamil Kuca. "Social Media University Branding." Education Sciences 10, no. 3 (March 16, 2020): 74. http://dx.doi.org/10.3390/educsci10030074.

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Globalization has increased the demands placed on higher education and increased competition among universities. In response, institutions of higher education have started to consider their online presence as a potential competitive advantage. The aim of this article is to analyze and compare Facebook activity and content created by the world’s top ten universities. The professional social media analytics tool Socialbakers is used to monitor activity and collect data for analysis. The world’s top ten universities are determined based on the Quacquarelli Symonds (QS) University Rankings. The study results are divided into four categories: an analysis of the number of fans, of content, of style, and of post promotion. All of the studied universities upload a post at least once per day. Based on the study results, selected posts could be examples of best practice and serve to inspire other educational institutions to improve their brand image and communication on social networks. Social media provide a large amount of detailed data concerning the behavior of students and other stakeholders and on the effectiveness of promotional campaigns. To use social media effectively, it is necessary to collect the available data and evaluate them to gain insight on which to base an appropriate social media strategy
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Kohli, Chiranjeev, Rajneesh Suri, and Anuj Kapoor. "Will social media kill branding?" Business Horizons 58, no. 1 (January 2015): 35–44. http://dx.doi.org/10.1016/j.bushor.2014.08.004.

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Junge, Ralf. "Employer Branding mithilfe von Social Media." Wirtschaftsinformatik & Management 5, no. 5 (May 2013): 32–41. http://dx.doi.org/10.1365/s35764-013-0342-z.

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Mukul, Kumar, and Urmila Jagadeeswari Itam. "Leveraging Social Media to Build Online Social Capital and Employer Brand." NHRD Network Journal 16, no. 3 (July 2023): 292–302. http://dx.doi.org/10.1177/26314541231170445.

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Organisations increasingly use virtual means to connect with stakeholders to project an employer image among job seekers. Social media-based networking and employer branding strategies to attract and retain talent are effective strategies in the post-COVID scenario. A proper context exists to explore networking activities’ role in building solid social media capital and how this contributes to employer branding efforts. The present study explains how social media activities affect social media capital generation and employer branding. Second, the research examines how social media activities by organisations may help them leverage online social capital resources to create a strong employer brand. Extant literature illustrates how social media has increased the reach and scope for meaningful networking and greater possibilities of reaching out to potential employees through employer branding initiatives. Innovative social media tools for messaging and communicating, such as hashtags, tweeting, pinning, posting, likes and sharing, have made the outcomes more tangible, measurable and reliable. This facilitates effective social capital management to generate an employer’s reputation and a superior employer brand.
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Lestari, Arsiyanti, and Siswantini Siswantini. "Social Media Branding Strategy in StartUp Business." Journal of Secretary and Business Administration 3, no. 1 (February 12, 2019): 1. http://dx.doi.org/10.31104/jsab.v3i1.72.

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Social media is an important tool in developing digital business. Therefore, it must be owned and utilized by every novice entrepreneur known as StartUp. There are so many things that can be employed through social media, including branding. The intense competition among startup entrepreneurs, who are fighting for sharing market in Jakarta, triggers to implement social media branding strategy. PickPack employs social media as one of marketing and communication channels to be able to create an engagement and brand awareness achievement. In branding, for example, if there is an accumulation of positive comments from certain brand users, it will not only increase brand awareness, but also raises the sales. Starting the process as startup business, it is necessary to build engagement with consumers. Thus, this study tries to examine what business strategies applied by startup business. Qualitative methodologies with a single case study method and reduction data analysis techniques were used in this study. Research located in PickPack Jakarta to analyze the strategy of social media branding. The results show that, first, processing social media branding must be in accordance with its role and selection of appropriate social networks thus increasing brand awareness. In using social media branding, the PickPack need to consider the interesting content that can be viral (widespread), so that brand awareness can be skyrocketed. Second, the message conveyed through the brand must be easily remembered by consumers. The message delivered must be different from other products and must have a relationship between brand and product category. Using taglines and interesting hashtag that help consumers easily search in internet making consumers keep PickPack brand in their mind. This means brand awareness can be strengthened by using a portent that fits the product category, and brand on social media branding. Doing repetition of the messages in same meaning with different contents can increase the memory of the brand and brand awareness going up. Keywords: brand, brand awareness, social media, social media branding, strategy
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Dewi, Kemala, I. Gusti Kade Heryadi Angligan, and I. Made Ngurah Oka Mahardika. "STRATEGI MENINGKATKAN PERAN MEDIA SOSIAL DALAM MEMBRANDING DESTINASI WISATA SEBAGAI MEDIA PEMASARAN." Waisya : Jurnal Ekonomi Hindu 2, no. 1 (April 28, 2023): 1–11. http://dx.doi.org/10.53977/jw.v2i1.923.

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Branding is an important factor in building the image of a tourism destination as a marketing strategy. Therefore, this study aims to analyze the branding of tourism destinations using social media, which plays a very important role in branding tourism destinations. Social media can be used to introduce sustainable tourism practices as a unique green destination.
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Sukaemi, Linda Handayani, Isam Samsul Muharam, and Hanipah Fahirah Kamilah. "Copywriting for Teenagers’ Personal Branding on Social Media." Dinamisia : Jurnal Pengabdian Kepada Masyarakat 7, no. 2 (April 29, 2023): 433–44. http://dx.doi.org/10.31849/dinamisia.v7i2.12629.

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Artikel ini membahas hasil pengabdian kepada masyarakat mengenai pemanfaatan copywriting untuk personal branding. Peserta pelatihan ini terdiri atas 67% remaja dan 33% kalangan dewasa awal. Kegiatan pengabdian dilakukan secara daring melalui Zoom meeting sehingga peserta berasal dari berbagai daerah di Indonesia. Copy writing dalam personal branding dapat dilakukan dengan menyampaikan (a) alasan bertahan dalam sebuah konten, (b) cerita menarik, (c) argumentasi, (d) ajakan untuk mengikuti nilai atau value yang dikampanyekan. Materi copy writing untuk personal branding dapat dipraktikkan oleh peserta dalam melakukan personal proof di media sosial Instagram. Pelatihan copy writing untuk personal branding dapat mempermudah peserta dalam mengarahkan kontennya dalam menyampaikan pesan-pesan atau value yang ingin disebarkan kepada masyarakat.
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Jacobson, Jenna. "You are a brand: social media managers’ personal branding and “the future audience”." Journal of Product & Brand Management 29, no. 6 (July 3, 2020): 715–27. http://dx.doi.org/10.1108/jpbm-03-2019-2299.

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Purpose Social media management is an emerging profession that is growing as companies increasingly adopt social media. The purpose of this paper is to analyze social media managers’ personal branding. Design/methodology/approach In-depth qualitative data is drawn from 20 semi-structured interviews with social media managers and supported by three years of orienting fieldwork in Toronto, Canada. Findings Social media managers are responsible for managing and executing organizations’ brands and presence on social media and digital platforms. As lead users of social media, social media managers provide critical insight into the emerging practices of personal branding on social media. “The future audience” is introduced to describe how individuals project a curated brand for all future unknown and unanticipated audiences, which emphasizes a professional identity. Due to workplace uncertainty, social media managers embody the mentality of being “always-on-the-job-market”, which is a driver for personal branding in their attempt to gain or maintain employment. Originality/value While personal branding is largely discussed by industry professionals, there is a need for empirical research on personal branding that examines how various employee groups experience personal branding. This research fills this gap by analyzing how people working in social media brand their identity and how their personal branding is used to market themselves to gain and maintain employment. The development of “the future audience” and “always-on-the-job-market” can be used to understand other professions and experiences of personal branding.
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Nabilah, Amirah, Bhunga Aulia, and Dwi Yuniar. "Personal Branding through Da'wah on TikTok Social Media." Journal of Digital Marketing and Halal Industry 3, no. 1 (April 30, 2021): 85–94. http://dx.doi.org/10.21580/jdmhi.2021.3.1.7366.

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The COVID-19 pandemic that has hit the world requires people to stay at home, making social media the choice of people to seek entertainment or share knowledge. TikTok is one of the interesting centers for preachers to do their preaching. This study discussed Personal Branding on Husain Basyaiban @basyasman00 account through TikTok social media intending to be achieved by researchers is to find out how personal branding Husain Basyaiban through three da'wah content with the highest viewers on social media TikTok. Husain is a person with successful personal branding through the social media networking platform TikTok, where he presents content about Islamic Da'wah. Based on this, the research team was interested in analyzing how the personal branding process carried out by Husain Basyaiban through Da'wah on the social media platform TikTok. This research uses a qualitative approach with a data collection method in the form of document study, resulting in descriptive data in the form of written words from the behavior studied. The results of the research showed that Husain Basyaiban can meet 11 Criteria for Effective Authentic Personal Branding, namely Authenticity, Integrity, Consistency, Specialization, Authority, Privileges, Relevant, Perseverance, Visibility, Good Deeds, Performance.
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Dissertations / Theses on the topic "SOCIAL MEDIA BRANDING"

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Lund, Niels Frederik. "Social media storytelling alliances and destination branding." Thesis, University of Surrey, 2018. http://epubs.surrey.ac.uk/846327/.

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The emergence of social media necessitates a fundamental rethink of marketing practises as brands are now co-created with social media users. Destination management organisations (DMOs) therefore need to develop new social media strategies. This thesis suggests that DMOs ought to strengthen their storytelling capabilities as it is an essential tool in increasing social media engagement. A conceptual framework is therefore developed drawing on four particular sociological concepts: storytelling, mobilities, performance and performativity. Based on Foucauldian thinking, they are conceptualised as ‘technologies of power’, which are techniques used in the practical operation of power. They demonstrate that a combination of individuals’ storytelling performances, performative acts and mobilities enable stories to spread and influence brand narratives. DMOs can employ the conceptual framework to understand and analyse the underlying mechanisms that shape social interaction in social media and they can operationalise the technologies of power to engage with social media users and spread their preferred brand narratives. The findings show that social media platforms have grown into a ‘virtual apparatus’ utilising institutional technologies to suppress certain kinds of user behaviour. However, some users resist the constraining structures and they use the technologies of power to mediate engaging stories. The findings also show that DMOs’ social media strategies and practices are largely dependent on alliances with various storytellers. DMOs employ a strategy of ‘free value utilisation’ by sourcing content from users, while also enticing users to contribute stories to their social media platforms by providing culturally driven raw material. It is recommended that DMOs should operationalise the conceptual framework in their social media strategies to mediate appealing narratives that connects with people. They should also employ a strategy of ‘experiential micro-branding’, where every shared user story can be utilised as it represents a micro-brand appealing to a specific target segment.
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Lindqvist, Julia. "Destination branding : Perceived credibility in social media content." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-12298.

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Problematisation: Credible information on social media affects potential tourists when chosing where they will travel. Thus, the competition for the attention of potential tourists makes the credibility aspect important to explore further. Perceived credibility in social media online could be more questioned than offline sources since user generated Websites usually do not go through a review. Additionally, the understanding of online credibility is still limited, when it comes to UGC. There has not been much research emphasising the perceived credibility on user generated content. Furthermore, there seems to be a disagreement about perceived credibility existing in social media, which makes it an interesting topic. Purpose: The aim of this paper is to investigate which dimensions are positively influencing perceived credibility online and if the information on TripAdvisor was seen as credible. The purpose is also to explore if there is a relationship between perceived credibility and the dimensions user generated content, authority, communication, updates and design. The purpose of this dissertation is also to add knowledge about how potential tourists perceive credibility when they view a Website designed for tourists. Methodology: This study used a paper-based questionnaire, answered by students at Kristianstad University. Limitations: This dissertation has two main limitations. Firstly, it only examines one social media, TripAdvisor. Secondly, participants in the sample were only chosen from Kristianstad University and under certain circumstances, which made the sample limited. Conclusion: The result showed that there was a positive relationship between user-generated content, authority, communication, updates and design and perceived credibility. However, the dimension advertisement was rejected. Thus, five of six hypotheses were not rejected and had a statistical significance (P= < 0.01). Only hypothesis four, advertisements, did not have statistical significance and was rejected. The total perceived credibility for TripAdvisor’s Website, in this dissertation, was that it was seen as fairly credible.
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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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Charkas, Hiba, and Anne Beth Eltun. "Branding in Social Media : A qualitative study of three Swedish municipalities." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-26448.

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Research show that social media are effective channels to use in branding, at the same time Swedish municipalities are increasingly starting to see the importance of branding and reports show that  they are using social media channels for branding purposes. Even though reports show that the municipalities are using social media channels in branding there is a lack of studies done on how they are using social media in branding. To examine this two research questions is developed; (1) What is branding for a municipality and (2) How are municipalities using social media in branding. To examine the research questions different theories are applied and a conceptual framework is developed based on theories from branding, social media and branding in social media. To collect data for the research a qualitative study with three case studies (three Swedish municipalities) is conducted. The primary data from the three cases is collected through face to face interviews with employees responsible for the social media channels. Secondary information is gathered through observations of the municipalities social media channels examined in this thesis, and documents found on internet concerning the municipalities’ use of social media. The analysis of the data is done based on the conceptual framework presented in the theoretical chapter and consists of both within case studies and cross case studies in order to identify similarities and differences among the cases. The findings from this study show that both corporate, employee, and place branding is applied in the municipalities overall branding goals and strategies. Even though the municipalities are examined as organizations in this study employee and place branding goals are identified in order for the municipalities to reach their overall wanted position and image. A further conclusion is that social media has been effective in branding. Social media has enabled the municipalities to reach their branding goals through being transparent, informing, engaging and creating dialogues with their inhabitants and other publics. Through social media the municipalities have managed to establish, influence and create perceptions that have positively influenced their position and image. Facebook, Twitter and Instagram have shown to be efficient social media channels to use in branding and has enabled the studied municipalities to change their perceived image from being unknown organizations to becoming more personal, transparent and increasing the public`s knowledge about the municipalities.
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Nordin, Camilla, Daniela Schwartz, and Linus Stridfelt. "Branding Sweden : A study of social media driven democracy and its implications." Thesis, Stockholms universitet, Marknadsföring, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-98965.

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The general purpose of this qualitative study is to investigate the implications in regard to power, structure and control connected to the project Curators of Sweden. The study looks at nation branding through the use of social media. The idea with the project Curators of Sweden is to invite citizens to participate at the official Twitter platform to project a multi-faceted image of Sweden. Through granting citizens access to an official channel some power and control is relinquished.The empirical data is collected through ten semi-structured interviews with curators and stakeholders. In addition a netnography is conducted based on historic secondary data in the form of tweets from the @sweden Twitter account. The data is analyzed through qualitative content analysis with coding inspired by grounded theory. The thematic codes from the analysis of the Stakeholders and Curators are then compared in regard to concepts that could be related.The themes that emerge from the analysis of data generated from the interviews of stakeholders and curators include: invisible hand, asymmetry in relations, national identity, tied hands and crisis as defining moment, self-censorship, bias, empowerment, social control and self-establishing format.The findings suggest that in the context of building national identity through social media incidents prove both challenging and rewarding. The incidents test the project, attract a lot of attention and confirm the Swedish core values of progressivity. When inviting citizens to participate in creating the content a blurring of accountability is evident since ownership over channel and content is separated. The account becomes self-establishing when locus of control is unclear and no one has full ownership.
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Lindahl, Gustav, and Mimi Öhlund. "Personal Branding ThroughImagification in Social Media : Identity Creation and Alteration Through Images." Thesis, Stockholms universitet, Marknadsföring, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-98967.

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The general purpose of this qualitative study is to investigate how individuals today, in a societywhere people spend more and more time on social media, create and alter their identity throughimages. The study is focused on Instagram, the most widespread social media only focused onphotos. The study is based on a postmodern perspective and focuses on symbolic interactionism,identity capital and psychological self. The empirical data was collected through semi-structuredinterviews with fifteen Instagram users, most of who are from the Stockholm, Sweden region. Thestudy was influenced by the Grounded Theory method where emergent themes describing howindividuals alter and create their identity through images were deduced from the interviews. Thesethemes were: showing a nuanced image of themselves, images as a means of conveying identity forrecognition, imagification as personal branding tool and reflexive social interaction.The findings suggest that individuals show only a selected, a nuanced, part of their identity onInstagram and Instagram gives a greater freedom to express what people want to express as theiridentity and their self. By using photos in social media individuals are not as limited as they wouldotherwise be in the real world in terms of how they want to market their identity. But there is also afrustration among many users of Instagram and other social media as many feel that the nuancedand perfected image that many people convey is fake and annoying to see and this could thus havea negative impact on that person’s personal brand. Images were seen to be more efficient than textfor the purpose of personal branding and it also appeared that identity creation through imagescould create a more expressive society.
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Danyarov, Elvin, and Oscar Smart. "Facebook and Fan Communities : Basketball Clubs’ Social Media Strategies." Thesis, Umeå universitet, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-104431.

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The research examines and explores the differences and similarities between how the social media platform of Facebook is used in the context of the basketball industry. The research centers on the respective Finnish and Swedish basketball leagues. More precisely, the study scrutinizes nine basketball teams social media representatives – four Finnish and five Swedish – perceptions on how their respective sport clubs act on the medium of Facebook, through the use of relevant marketing theories. “How do Swedish and Finnish basketball clubs manage their brands and fan clubs on Facebook?” In the recent years sport marketing has been researched extensively, however the research on sport marketing has focused solely on more established sport leagues (e.g. National Basketball Association, Premier League among other bigger leagues). The major emphasis in sport marketing has been on bigger leagues; this research focuses on the smaller and less established leagues of Finland and Sweden. There is a limited or no literature to be found of sport marketing, which specifically focuses on smaller national leagues. Additionally, the study adds knowledge to a relatively new and evolved way of marketing. Social media marketing research is at its infantry stage, at least when considering research done in more traditional marketing, thus the research could add knowledge to this young marketing sphere. The study is based on a social constructivist approach, where the social actor creates reality. The teams’ social media representatives had their own unique interpretations of team’s actions on the social media platform of Facebook. Moreover, the primarily reason for the study was to create understanding of the perceptional Facebook practices used by two countries basketball teams. The main research question was divided into three research objectives to get more accurate results. Relevant theories of branding and customer relationship management, where emphasis is on relationship marketing, were used to answer the three more specific research objectives. More specifically the theory of relationship marketing is used to identify the teams’ relationship management practices on the social media platform of Facebook and the theory of brand equity was used to understand how the teams’ build their brand image on the medium. Additionally, appropriate organizational definitions are used to recognize the underlying reasons why the sample teams are motivated to use the platform of Facebook. The results indicated that there were both similarities inside the examined country’s teams’ perceptions of Facebook activities and differences between these perceptional practices. However, the differences were of a lessening degree than similarities. Similarly, the country comparison showed that there were only minor differences between Facebook practices used by two countries’ club practices. The study gives a sound general view of smaller and less established sport league teams, thus the study could give a good foundation for further studies on other smaller and less established countries sport league clubs. Furthermore, it could also be used as a building block for a more extensive study, where perceptions of multiple club key stakeholders could be compared with each other to find similarities and differences between their perceptions gaps.
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Gårlin, Pehr, Max Johansson, and Rickard Rehnström. "Marketing a brand in social media : A case study with Hide-a-lite." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-16108.

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Visser, Ilze. "Impact of social media on the brand image of a higher education institution." Thesis, Nelson Mandela Metropolitan University, 2012. http://hdl.handle.net/10948/d1011274.

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Social media is an unexplored and new area, for both businesses and academia. Many institutions are not confident on how to improve their business through the use of social media, neither for internal or external purposes. Social media is nevertheless immense among private persons (Wikström & Wigmo 2010:1) and to ignore this would be a critical mistake by marketing communicators, regardless of the economic sector in which they operate. Therefore, this study intended to expand on the current limited knowledge and information available relating to the use of social media by Higher Education Institutions (HEIs) to improve their brand image. The primary objective of this research was to evaluate and empirically test the impact of selected Brand identity variables (Brand reputation, Brand relevance, Brand personality, Brand performance and Brand relationship) on the Brand image of a HEI, through the use of social media. The focus was on the impact of social media (Facebook) on the brand image of a Higher Education Institution (HEI), namely the Nelson Mandela Metropolitan University (NMMU), which was used as the sample for this study.
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Fonseca, Cesário Miguel Barros Lobo da. "Comunicação nas redes sociais de uma marca B2B : caso de estudo “Compasso”." Master's thesis, Instituto Superior de Economia e Gestão, 2020. http://hdl.handle.net/10400.5/20938.

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Mestrado em Ciências Empresariais
As redes sociais são um fenómeno presente nas nossas rotinas diárias. Após o surgimento destas plataformas as empresas identificaram as vantagens que estas apresentavam no contacto e interação com o cliente assim como divulgação de uma marca. No entanto essa postura foi mais aceite, estudada e adotada por negócios B2C. Em B2B já existe interesse por parte dos gestores em integrar redes sociais nos seus negócios, mas há ainda muito caminho por percorrer, seja no âmbito académico seja no empresarial. Assim decidimos realizar um caso de estudo da Compasso, uma Destination Management Company (DMC) de turismo incoming para saber qual a melhor forma de integrar redes sociais na comunicação desta marca. Para este caso de estudo procedeu-se à recolha de dados através de entrevistas a dois dos seus colaboradores, a um fornecedor e a um cliente. Após análise dos dados foi possível saber as preferências de clientes e fornecedores quanto à interação e partilha de informação pelas redes sociais e alinhar essas conclusões com a estratégia da empresa. Os resultados da investigação indicam que qualquer empresa beneficiará da presença nas redes sociais mesmo que seja apenas para marcar a presença da sua marca nessas plataformas e não para comunicar diretamente com utilizadores. No entanto ao comunicarem a sua marca nas redes sociais devem ter em atenção, por exemplo, o grau de formalidade ou informalidade com que o fazem, se devem associar-se a causas ambientais e sociais e partilha-las nas suas páginas ou para que stakeholders devem direcionar as suas publicações.
Social media are a phenomenon that is widespread and present in our routines. After the emergence of these platforms, companies identified the advantages of social media regarding the contact and interaction with the customer as well as the promotion of a brand. However, this attitude was more accepted, studied and adopted by B2C businesses. Although in the B2B scope, we can see growing interest from managers in integrating social media in their businesses, there is still a long way to go, academic and business wise. We decided to carry out a case study of Compasso, a Destination Management Company (DMC) of incoming tourism to find the best way to integrate social media in the communication of its' brand. For this case study, data was collected through interviews with two employees, a supplier and a customer. Analyzing all data, it was possible to conclude about the preferences of customers and suppliers regarding the interaction and sharing of information through social media and align these conclusions with the company's strategy. The results indicate that any company will benefit from its presence on social media, even if it is just to set a presence on these platforms and not to communicate directly with users. However, when communicating their brand on social media, companies should take into account, the degree of formality or informality with which they do it, whether they should associate themselves with environmental and social causes and share them on their pages or to which stakeholders they should target the posts.
info:eu-repo/semantics/publishedVersion
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Books on the topic "SOCIAL MEDIA BRANDING"

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How to measure social media: A step-by-step guide to developing and assessing social media ROI. Indianapolis, IN: Que Pub., 2013.

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Hakanen, Ernest A. Branding the teleself: Media effects discourse and the changing self. Lanham: Lexington Books, 2007.

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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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How to market the real you using social media. Place of publication not identified]: [publisher not identified], 2013.

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Eb, Adeyeri, ed. The social media MBA: Your competitive edge in social media strategy development and delivery. Chichester, West Sussex, U.K: John Wiley and Sons, 2012.

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Rappaport, Stephen D. Listen first!: Turning social media conversations into business advantage. Hoboken, N.J: John Wiley & Sons, 2011.

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Unique: Telling your story in the age of brands and social media. Ventura, Calif: From Gospel Light, 2012.

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Tuten, Tracy L. Advertising 2.0: Social media marketing in a web 2.0 world. Westport, Conn: Praeger Publishers, 2008.

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Prince, Russ Alan. In the Line of Money: Branding Yourself Strategically to the Financial Elite. Bloomington, IN: Authorhouse, 2011.

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Carah, Nicholas. Pop brands: Branding, popular music, and young people. New York: Peter Lang, 2010.

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Book chapters on the topic "SOCIAL MEDIA BRANDING"

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Theodoropoulou, Irene. "Social Media Branding." In Research Companion to Language and Country Branding, 313–31. London; New York: Routledge, 2020. | Series: Routledge studies in language and identity: Routledge, 2020. http://dx.doi.org/10.4324/9780429325250-ch16.

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Zydorek, Christoph, and Schahab Hosseiny. "Social Media Recruiting bei der Polizei Niedersachsen." In Social Branding, 329–45. Wiesbaden: Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-3755-1_22.

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Wiese, Jens. "Kennzahlendefinition und -messung im Social-Media-Marketing." In Social Branding, 361–70. Wiesbaden: Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-3755-1_24.

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Pietsch, Gotthard. "Social Media in Unternehmen — Entwicklungsstand und Entwicklungspotenzial." In Social Branding, 451–66. Wiesbaden: Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-3755-1_30.

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Burmann, Christoph, Frank Hemmann, Daniela Eilers, and Barbara Kleine-Kalmer. "Authentizität in der Interaktion als zentraler Erfolgsfaktor der Markenführung in Social Media." In Social Branding, 129–45. Wiesbaden: Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-3755-1_9.

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Khairiyah, Mifahul, Achmad Nurmandi, Misran, and Dimas Subekti. "West Java Government Branding Using Social Media: A Case of Ridwan Kamil Personal Branding." In Social Computing and Social Media, 212–22. Cham: Springer Nature Switzerland, 2023. http://dx.doi.org/10.1007/978-3-031-35915-6_16.

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Esch, Franz-Rudolf, Elisabeth von Einem, Dominika Gawlowski, Marcel Isenberg, and Vanessa Rühl. "Vom Konsumenten zum Markenbotschafter — Durch den gezielten Einsatz von Social Media die Konsumenten an die Marke binden." In Social Branding, 147–65. Wiesbaden: Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-3755-1_10.

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Riot, Caroline, and Michelle Hayes. "Social Media and Athlete Branding." In The Routledge Handbook of Digital Sport Management, 217–31. London: Routledge, 2022. http://dx.doi.org/10.4324/9781003088899-19.

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Bharti, Megha, and Anjuman Antil. "Employer Branding and Social Media." In Employer Branding for Competitive Advantage, 69–88. Boca Raton : CRC Press, 2021. | Series: Information technology, management and operations research practices: CRC Press, 2021. http://dx.doi.org/10.4324/9781003127826-5.

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Bharti, Megha, and Anjuman Antil. "Employer Branding and Social Media." In Employer Branding for Competitive Advantage, 69–88. Boca Raton : CRC Press, 2021. | Series: Information technology, management and operations research practices: CRC Press, 2021. http://dx.doi.org/10.1201/9781003127826-5.

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Conference papers on the topic "SOCIAL MEDIA BRANDING"

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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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Calin, Razvanalexandru, and Irina alexandra Birsanescu. "YOUNG ROMANIANS' "DIGITAL NATIVES", SOCIAL MEDIA AND SELF-BRANDING." In eLSE 2017. Carol I National Defence University Publishing House, 2017. http://dx.doi.org/10.12753/2066-026x-17-005.

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Belonging to a present which submits a huge influx of information, the generation of the past 10 years is “naturally” developing skills for managing the huge amount of inputs, "Digital Natives" (the term belongs to Marc Prensky) seem to be perfectly adapted to a very animated environment in which messages and stimuli come and go at high speed. In this informational whirlwind, the virtual environment plays a central role and, gradually, the huge basket of the Internet will include information, cultures and personalities. A reality of today’s Romanian school, identified in the findings of a research from 2015, is that the school is only the third training provider regarding the best practices in self-education by searching the Internet, after the circle of friends / colleagues and family. Starting from this fact, our exploratory study aims to draw attention to education providers in Romania on the need for early education of youth on the efficient exploitation of the Internet resources and, including in terms of their future professional career, the optimal use of Social Media platforms in the area of Self-Branding. Our undertaken endeavour highlights the need to educate young people for the concern to build a personality profile, optimal and desirable in the virtual environment, in the context of the likelihood of targeting some top jobs on the labour market of the future where important employers frequently hire specialized recruitment agencies to identify the "perfect employee" for a certain position. Study findings are summarized in a mini-guide to good practices upon which we insist to be implemented early in the education of young people for a profitable meeting with Social Media
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Amalancei, Brandusa, Cristina Cîrtiță-Buzoianu, and Gabriel Mares. "UNIVERSITY BRANDING: USING SOCIAL MEDIA TOOLS IN HIGHER EDUCATION MARKETING." In 15th International Technology, Education and Development Conference. IATED, 2021. http://dx.doi.org/10.21125/inted.2021.0334.

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Ardhanariswari, Kartika Ayu, Ninik Probosari, and Ari Wijayanti. "Branding Strategy By Social Media Ads And The Implementation Of Intellectual Property Rights In Wonogiri Coffee SMES (UMKM)." In LPPM UPN "VETERAN" Yogyakarta International Conference Series 2020. RSF Press & RESEARCH SYNERGY FOUNDATION, 2020. http://dx.doi.org/10.31098/pss.v1i1.189.

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In fact, many Micro, Small, and Medium Enterprises (MSMEs/UMKM) are not yet aware of the importance of branding for competitiveness and not aware of the importance of protecting intellectual property rights and more focused on aspects of product sales. Micro, Small, and Medium Enterprises (MSMEs/UMKM) play an important and strategic role in building the national economy. Seeing the fairly good conditions above, it turns out that the existence of Coffee MSMEs in Wonogiri Regency, Central Java still has several obstacles, namely in branding / promotional media and also protection of Trademark Intellectual Property Rights. Because it is very important for every Coffee MSME to have a strategy and approach that is clear and unique to an identity to be poured into branding through social media or other digital media. To strengthen coffee MSMEs in Wonogiri Regency, one of the important strategies to implement is to provide awareness dissemination of the importance of branding/brands for MSMEs and also assistance in branding through social media as the identity of MSMEs. Branding strategies need to be done in order to build the image and identity of the products produced by MSMEs that are able to influence consumers to have positive perceptions of the products, characters, abilities, appearance and offers that are being promoted. The last most important problem for MSME actors is that there is no awareness of the importance of legal protection regarding Intellectual Property Rights regarding Trademarks, Copyrights, and Industrial Designs. So there is a concern that the product is plagiarized by others or is prosecuted legally because there are products that have the same trademark.
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Fakhruroji, Moch, and Khoiruddin Muchtar. "Campaigning #golkarsolid: Branding Image Strategy of Golkar Party on Social Media." In International Conference on Media and Communication Studies(ICOMACS 2018). Paris, France: Atlantis Press, 2018. http://dx.doi.org/10.2991/icomacs-18.2018.52.

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Grzesiuk, Kalina, and Monika Wawer. "EMPLOYER BRANDING THROUGH SOCIAL MEDIA: THE CASE OF LARGEST POLISH COMPANIES." In Business and Management 2018. VGTU Technika, 2018. http://dx.doi.org/10.3846/bm.2018.42.

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The main purpose of this article is to evaluate the current state of network communication channels in an organization and to propose recommendations for their development as a part of external em-ployer’s brand-building strategy by an example of selected Polish enterprises. This paper reviews the social network tools used thus far by the 100 Largest Polish Private Companies listed in 2017 Forbes Magazine report. The analysis involves not only their Internet presence and the way these enterprises are presented but also the level of interactivity of their activities in selected social media (e.g. Face-book, YouTube, LinkedIn, Twitter). The results show that most of the companies examined have not adopted a systematic approach to the employer branding practices they use. Therefore, a conclusion might be drawn that, although these enterprises are present in the social media networks, and they use various external communication channels in order to reach their stakeholders, they still fail to adopt a strategic orientation in developing their activities.
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Oriakhi, Osasumwen Pamela, Aamir Amin, and Sohail Safdar. "Negative Impact of Social Media Advertisements on Branding in Digital Marketing." In 2023 International Conference on IT Innovation and Knowledge Discovery (ITIKD). IEEE, 2023. http://dx.doi.org/10.1109/itikd56332.2023.10099505.

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Andrade, Luís, José Pimenta, and Liliana Faria. "SOCIAL MEDIA PRESENCE IN EMPLOYER BRANDING: CONSIDERATIONS FOR HIGHER EDUCATION INSTITUTIONS." In 15th annual International Conference of Education, Research and Innovation. IATED, 2022. http://dx.doi.org/10.21125/iceri.2022.0013.

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Afaf, Naufal, Abdul Basit, Adie Nurlukman, Eko Wahyono, and Yusuf Fadli. "Social Media in The Public Sphere, Network Society, and Political Branding." In Proceedings of the International Conference of Democratisation in Southeast Asia (ICDeSA 2019). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/icdesa-19.2019.16.

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Sedereviciute-Paciauskiene, Zivile. "PERSONAL BRANDING ON FACEBOOK: HOW TEACHERS STAGE THEMSELVES ON SOCIAL MEDIA." In 12th International Technology, Education and Development Conference. IATED, 2018. http://dx.doi.org/10.21125/inted.2018.0077.

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Reports on the topic "SOCIAL MEDIA BRANDING"

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Gnegy, Hannah R. Be Our Brand!: Emotional Labor and Social Media Branding Positions. Ames: Iowa State University, Digital Repository, November 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1542.

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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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