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Organisational approaches to brand identity on social media: Comparing brand websites and Facebook pages

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Corporate branding online is currently at a crossroads. Branding involves using symbols, names or visual designs to communicate the identity and tone of a corporation. With the arrival of social media, however, corporations need to rethink and restructure their branding efforts. The structure of social media sites changes the way brand values and philosophies are communicated to the consumer. Sites such as Facebook provide a way for corporations to interact directly with and respond to their consumers. Through an exploratory content analysis, this study examines 40 of the brands listed on Interbrand’s list of the 100 best global brands of 2011 and compares the brands’ websites and Facebook pages. The study documents that while these brands are adding content to their Facebook pages, they are not utilising or leveraging their brand identity to interact with consumers on these sites. This finding presents a huge opportunity for brands looking to extend their exposure to consumers through social media.
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Keywords: Facebook; branding; social media; websites

Document Type: Research Article

Publication date: May 1, 2014

More about this publication?
  • Journal of Digital & Social Media Marketing is the essential peer-reviewed, professional journal for all those involved in the marketing of products or services using digital channels. Its overriding goal is to provide an authoritative, practitioner-focused forum to support the professional development of all those working in, or entering, the field. As such, the Journal's content is both of direct relevance to the practice of digital marketing and intellectually rigorous.

    Topics range from measuring and improving digital media effectiveness and ROI to search engine optimisation, from social media marketing to partner marketing, from mobile marketing to email marketing, website design, display advertising, pay per click and detailed marketing analytics. In short the Journal focuses on any of the established and emerging digital media, tools and practices requiring new approaches to marketing, branding and understanding customer behavior and attitudes.

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