Corporate Branding in Facebook Fan Pages: Ideas for Improving Your Brand Value
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In Corporate Branding in Facebook Fan Pages: Ideas For Improving Your Brand Value, the authors show how companies can improve their brand value by fostering their online corporate reputation. Communication actions on Facebook fan pages are an important tool on the road to reputation. Considering that reputation is essentially the long-term image of a brand, the book suggests strategies for improving this image in the short term by nurturing engagement with consumers.In ‘Corporate Branding in Facebook Fan Pages: Ideas For Improving Your Brand Value’, we show how companies can improve their brand value by fostering their online corporate reputation. Communication actions on Facebook fan pages are an important tool on the road to reputation. Considering that reputation is essentially the long-term image of a brand, we suggest strategies for improving this image in the short term by nurturing engagement with consumers. Engaged consumers who participate in a communal environment are co-producers of a brand, who build meanings and endorse a brand they trust. Word of mouth (WOM) is an important tool for creating and replicating the image of a trustworthy company, and these repeated images can result in a solid reputation, or increased brand value. We also address how company’s strategies influence this process, and how online communication benefits from the integration of the manager’s vision with communication policies. This book is a result of four years of research, in which we analyzed several Facebook fan pages and interviewed managers to identify the best strategies of communication on online social networks.
Eliane Pereira Zamith Brito has more than 15 years of management experience in consumer goods firms and also in retail firms. She holds a PhD from Manchester Business School, England. She is professor…
Maria Carolina Zanette is a PhD candidate at EAESP – Fundação Getulio Vargas, Brazil, and marketing and business professor. Her research works include social media and cultural marketing studies. She …
Carla Caires Abdalla is a PhD candidate at EAESP – Fundação Getulio Vargas, Brazil. Her research works include social media, consumer identity and cultural marketing studies.
Ricardo Limongi is a PhD candidate at EAESP – Fundação Getulio Vargas, Brazil, and a marketing professor at UFG – Federal University of Goias. His research interests include social media and marketing…
Benjamin Rosenthal is a marketing professor at EAESP – Fundação Getulio Vargas, Brazil. He holds a PhD from FGV-SP. He worked for 15 years in market research and brand management in multinational comp…