{"id":1087,"date":"2018-06-11T17:50:20","date_gmt":"2018-06-11T21:50:20","guid":{"rendered":"http:\/\/www.yupingliu.com\/wordpress\/?page_id=1087"},"modified":"2018-06-11T17:50:20","modified_gmt":"2018-06-11T21:50:20","slug":"branding-in-social-media","status":"publish","type":"page","link":"https:\/\/www.yupingliu.com\/wordpress\/research\/digital-marketing-research\/branding-in-social-media\/","title":{"rendered":"Branding in Social Media"},"content":{"rendered":"

Gensler, Sonja, Franziska Volckner, Yuping Liu-Thompkins, and Caroline Wiertz (2013), “Managing Brands in the Social Media Environment<\/a>,” Journal of Interactive Marketing<\/strong><\/em>, 27 (4), 242-256. [Download Full-Text PDF<\/a>]
\n*Lead article in issue, winner of Emerald 2016 Citations of Excellence Award, Elsevier 2016 Top 5 Most Downloaded Marketing Articles, and runner-up for Journal of Interactive Marketing 2014 Best Paper Award.<\/p>\n

Abstract: The dynamic, ubiquitous, and often real-time interaction enabled by social media significantly changes the landscape for brand management. A deep understanding of this change is critical since it may affect a brand’s performance substantially. Literature about social media’s impact on brands is evolving, but lacks a systematic identification of key challenges related to managing brands in this new environment. This paper reviews existing research and introduces a framework of social media’s impact on brand management. It argues that consumers are becoming pivotal authors of brand stories due to new dynamic networks of consumers and brands formed through social media and the easy sharing of brand experiences in such networks. Firms need to pay attention to such consumer-generated brand stories to ensure a brand’s success in the marketplace. The authors identify key research questions related to the phenomenon and the challenges in coordinating consumer- and firm-generated brand stories.<\/p>\n","protected":false},"excerpt":{"rendered":"

Gensler, Sonja, Franziska Volckner, Yuping Liu-Thompkins, and Caroline Wiertz (2013), “Managing Brands in the Social Media Environment,” Journal of Interactive…<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":1062,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-1087","page","type-page","status-publish","hentry","post-archive"],"yoast_head":"\nBranding in Social Media | Ping! >> Loyalty Science in Practice<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.yupingliu.com\/wordpress\/research\/digital-marketing-research\/branding-in-social-media\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Branding in Social Media | Ping! >> Loyalty Science in Practice\" \/>\n<meta property=\"og:description\" content=\"Gensler, Sonja, Franziska Volckner, Yuping Liu-Thompkins, and Caroline Wiertz (2013), “Managing Brands in the Social Media Environment,” Journal of Interactive...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.yupingliu.com\/wordpress\/research\/digital-marketing-research\/branding-in-social-media\/\" \/>\n<meta property=\"og:site_name\" content=\"Ping! >> Loyalty Science in Practice\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@PingTweets\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/research\/digital-marketing-research\/branding-in-social-media\/\",\"url\":\"https:\/\/www.yupingliu.com\/wordpress\/research\/digital-marketing-research\/branding-in-social-media\/\",\"name\":\"Branding in Social Media | Ping! >> Loyalty Science in Practice\",\"isPartOf\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#website\"},\"datePublished\":\"2018-06-11T21:50:20+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/research\/digital-marketing-research\/branding-in-social-media\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.yupingliu.com\/wordpress\/research\/digital-marketing-research\/branding-in-social-media\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/research\/digital-marketing-research\/branding-in-social-media\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.yupingliu.com\/wordpress\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Research Publications\",\"item\":\"https:\/\/www.yupingliu.com\/wordpress\/research\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Digital Marketing Research\",\"item\":\"https:\/\/www.yupingliu.com\/wordpress\/research\/digital-marketing-research\/\"},{\"@type\":\"ListItem\",\"position\":4,\"name\":\"Branding in Social Media\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#website\",\"url\":\"https:\/\/www.yupingliu.com\/wordpress\/\",\"name\":\"Ping! >> Loyalty Science in Practice\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.yupingliu.com\/wordpress\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":[\"Person\",\"Organization\"],\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32\",\"name\":\"Yuping Liu-Thompkins\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg\",\"url\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg\",\"contentUrl\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg\",\"width\":819,\"height\":1024,\"caption\":\"Yuping Liu-Thompkins\"},\"logo\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg\"},\"description\":\"Yuping Liu-Thompkins, Ph.D. is Professor of Marketing & Director of Loyalty Science Lab at Old Dominion University. 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