The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Social Media: The Issues, Benefits, and Strategies for Brands
Abstract
On the basis of qualitative research conducted in two different case contexts, this chapter explores attitudes and approaches to the use of social media in relationship and community building. Two contrasting study contexts are addressed: the UK football sector and UK pure-play Small/Medium-Sized (SME) fashion retailers. After an introduction, the chapter summarises discussion and research on brands and their management in social media. This is followed by an outline of the two contexts for study. From this, the aims, objectives, and research methodology are drawn. The findings are then presented, and the ensuing discussion proposes a summary of the approaches to social media strategy adopted in the two case contexts. Four important foci are established, namely strategic marketing, marketing communication, brand and community, plus monitoring and evaluation. This results in a useful strategic framework empirically drawn from the in-depth data. Finally, suggestions for future research precede a conclusion.
Related Content
Dina Darwish.
© 2025.
14 pages.
|
P. Selvakumar.
© 2025.
24 pages.
|
P. Selvakumar, S. Geetha, N. Kaya, Pankaj Singh Chandel, Prateek Srivastava.
© 2025.
24 pages.
|
Muhammad Younus, Achmad Nurmandi, Dyah Mutiarin, Andi Luhur Prianto, Halimah Abdul Manaf, Ririn Harini, Muntahanah Muntahanah, Sri Ekowati, Titi Darmi, Wulan Angraini.
© 2025.
24 pages.
|
Kutubuddin Sayyad Liyakat Kazi.
© 2025.
34 pages.
|
Ankita Chaturvedi, Neha Yadav, M. Gnanendra, A. V. Senthil Kumar.
© 2025.
22 pages.
|
Mihrali Köseliören, Bünyamin Ayhan.
© 2025.
18 pages.
|
|
|