HOW CAN BRAND MANAGERS BENEFIT FROM SOCIAL MEDIA? THE SOCIAL MEDIA MANAGEMENT SCORECARD FOR BRANDS (SMMS-B)

Yıl 2013, Cilt: 5 Sayı: 1, 11 - 20, 01.06.2013

Alptekin Erkollar Birgit Oberer

Öz

In an era of integrated brand management and network marketing, brand builders try to use methods and tools that are prepared by controllers for improving the position of their brand. Generally, brands are dynamic and cannot be considered separately from cost management, shareholder, and stakeholder value as well as value chain impacts, return on investment, and cash flow. Additional tools are needed in order to design a successful brand management. In this study, a social media management scorecard for a brands template was introduced to enable a requirement analysis for brand management with social media. The results revealed that the developed social media management scorecard for brands covers the main strategic success factors from a brand of a brand, and may provide clues for factors to invest or disinvest

Anahtar Kelimeler

Social media, brand, scorecard

Kaynakça

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