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Social network branding: la politica di marca nell’era delle reti sociali digitali
Titolo Rivista: MERCATI E COMPETITIVITÀ 
Autori/Curatori: Alessandro Gandolfo, Lorenzo Lupi 
Anno di pubblicazione:  2014 Fascicolo: Lingua: Italiano 
Numero pagine:  25 P. 151-175 Dimensione file:  194 KB
DOI:  10.3280/MC2014-002008
Il DOI è il codice a barre della proprietà intellettuale: per saperne di più:  clicca qui   qui 


Le imprese grazie ai social media dispongono di nuovi strumenti - digitali e interattivi - per raggiungere il pubblico; i consumatori li utilizzano per condividere contenuti di vario genere, tra i quali: esperienze personali, opinioni e consigli che hanno per oggetto anche brand e prodotti. Non sorprende che il loro impiego nell’ambito della politica di marca sia sempre più diffuso. Tuttavia non è stato ancora adeguatamente investigato il modo attraverso il quale le molteplici "anime" dei social media (blog, forum, social network, ecc.) contribuiscono al successo delle marche emergenti o incrementano il valore di quelle già affermate. Questo lavoro, dopo una riflessione sul ruolo dei social media nella politica di marca, presenta alcune considerazioni basate sui risultati di un’impresa calzaturiera toscana che per promuovere i propri brand, accanto agli strumenti tradizionali, utilizza Facebook.


Keywords: Social network, Facebook, politica di marca, marca, marketing, media Sociali

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Alessandro Gandolfo, Lorenzo Lupi, in "MERCATI E COMPETITIVITÀ" 2/2014, pp. 151-175, DOI:10.3280/MC2014-002008

   

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