How Brands Can Create Social Currency – A Framework for Managing Brands in a Network Era

Dr. Markus Zinnbauer; Tobias Honer

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How Brands Can Create Social Currency – A Framework for Managing Brands in a Network Era

机译：品牌如何创造社会货币-网络时代的品牌管理框架

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来源
《Marketing Review St. Gallen》 |2011年第5期|p.50-55|共6页
作者
Dr. Markus Zinnbauer; Tobias Honer;
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作者单位

Vivaldi Partners, Munich, Germany;

Vivaldi Partners, Munich, Germany;

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正文语种 eng
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1. A Review of Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (and Other Social Networks) [J] . Courtney D. Gibson Journal of Applied Communications . 2013,第1期

机译：社交媒体评论：如何取悦客户，创建不可抗拒的品牌并在Facebook（和其他社交网络）上大受欢迎
2. A Review of Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (and Other Social Networks) [J] . Courtney D. Gibson Journal of Applied Communications . 2013,第1期

机译：社交媒体评论：如何取悦客户，创建不可抗拒的品牌并在Facebook（和其他社交网络）上大受欢迎
3. Consumer social network brand identification and personal branding. How do social network users choose among brand sites? [J] . Wioleta Kucharska Cogent Business & Management . 2017,第1期

机译：消费者社交网络品牌识别和个人品牌。社交网络用户如何在品牌网站之间进行选择？
4. USES AND GRATIFICATIONS OF BRAND FAN PAGES IN SOCIAL NETWORKS - AN EMPIRICAL STUDY ON FACEBOOK BRAND FAN PAGES OF FOOD AND BEVERAGE BRANDS [C] . Barbara Kleine-KalmerMBarbara.kleine-kalmer@uni-bremen.de, Christoph Burmann AMA Summer Educator s Conference . 2014

机译：社交网络中品牌粉丝页面的用途和满足 - 对食品和饮料品牌Facebook品牌粉丝页面的实证研究
5. Do consumers want a "good" apparel brand? The effects of apparel brands' Corporate Social Responsibility (CSR) practices on brand equity moderated by culture. [D] . Woo, Hongjoo. 2013

机译：消费者是否想要“好”服装品牌？服装品牌的企业社会责任（CSR）做法对文化所主持的品牌资产的影响。
6. Examining the Relationship of Online Social Networking Sites’ Activities Customers’ Brand Choice and Brand Perception in Health-Related Businesses [O] . Mehrab Nazir, Jian Tian, Iftikhar Hussain, 2020

机译：检查在线社交网站活动客户品牌选择的关系与健康有关的业务的品牌认知
7. Teenagers and young adults are increasingly using social networks as a means to interact and participate in constructing a multiple speech. Companies take direct options with followers in networks and use these virtual structures to approach their target. The purpose of this paper is to study, using empirical and observational methodology, how to build «Coca-Cola» brand image in «Tuenti», followed by the network over the public sector. Among other things, we will see how involved the brand and how followers, what are the issues that are introduced on the inputs and through what kind of formats. In conclusion, we noted that the interest in the brand of free speech to let the followers is just a strategy, the actual entries of «Coca-Cola» are very rare but they all have a high effect, a language that challenges the user to activate and resume his speech so directed. Moreover, there is no mechanism differentiating between information, entertainment and advertising, which combined with continued exposure to advertising impacts across different formats, leads us to propose the need for media education to encourage responsible use critic and social networks by young people. [O] . Carmen Lazo, Marta, Martínez Rodrigo, Estrella, Sánchez Martín, Lourdes 2013

机译：青少年和年轻人越来越多地使用社交网络作为交互和参与构建的手段多个演讲。公司直接选择网络中的关注者并使用这些虚拟结构接近他们的目标。本文的目的是使用经验和观察方法研究如何在«Tuenti»建立«可口可乐»品牌形象，随后是公共部门的网络。除其他外，我们将看到品牌及其追随者的参与程度，以及在投入和投入上引入的问题通过什么样的格式。总之，我们注意到对自由言论品牌的兴趣让追随者只是一个策略，«可口可乐»的实际条目是非常罕见的，但它们都有很高的效果，一种语言，挑战用户如此指示激活和恢复他的演讲。而且，没有机制区分信息，娱乐和广告之间，以及持续接触广告不同形式的影响，使我们建议需要媒体教育来鼓励负责任的使用评论家和年轻人的社交网络。

How Brands Can Create Social Currency – A Framework for Managing Brands in a Network Era

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