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Running Head: BRANDING IN THE AGE OF SOCIAL MEDIA 1 Branding in the age of Social Media Institution Affiliation Date
BRANDING IN THE AGE OF SOCIAL MEDIA 2 An example of brand that has done a great job integrating their campaign with the "crowd culture" of the moment. Crowd culture refers to a type of cultural branding whereby the content is created by the customers. In social media, this form of branding occurs through customer participation in sharing different cultural perspectives. One of the brands that has done a tremendous job in integrating their campaign with crowd culture is Twitter (Demirbas, et al. 2014). It is the nature of this brand to allow customers to be in charge. The campaign entails allowing people to spread an idea which attracts marketers. Twitter users are allowed to create content for communication instead of consumption. As a result, Twitter is very personal therefore brands are expected to create content that meets the thoughts of the public. If the crowd culture disagrees with what a

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