Title Corporate branding in Facebook fan pages : ideas for improving your brand value / Eliane Pereira Zamith Brito, Maria Carolina Zanette, Carla Caires Abdalla, Mateus Ferreira, Ricardo Limongi, and Benjamin Rosenthal

Edition First edition Published New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2015

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Description 1 online resource (1 PDF (xiii, 130 pages)) : illustrations Series Digital and social media marketing and advertising collection, 2333-8830 Digital and social media marketing and advertising collection. 2333-8830 Contents 1. The role of social media in emerging markets -- 2. Small- and medium-sized enterprises in emerging countries and the use of social media -- 3. Creating online corporate brands on Facebook fan pages -- 4. Facebook fan pages, engagement, trust, and word of mouth -- 5. Creating experiences on Facebook -- 6. Measuring the performance of brand communities on Facebook -- Notes -- References -- Index Summary Shows how companies can improve their brand value by fostering their online corporate reputation. Communication actions on Facebook fan pages are an important tool on the road to reputation. Considering that reputation is essentially the long-term image of a brand, the book suggests strategies for improving this image in the short term by nurturing engagement with consumers. Engaged consumers who participate in a communal environment are coproducers of a brand, who build meanings and endorse a brand they trust. Word of mouth (WOM) is an important tool for creating and replicating the image of a trustworthy company, and these repeated images can result in a solid reputation or increased brand value. Also addressed is how company's strategies influence this process, and how online communication benefits from the integration of the manager's vision with communication policies. This book is a result of four years of research, in which the authors analyzed several Facebook fan pages and interviewed managers to identify the best strategies of communication on online social networks Analysis corporate brands Facebook social media Notes Title from PDF title page (viewed on March 13, 2015) Bibliography Includes bibliographical references (pages 117-125) and index SUBJECT Facebook (Electronic resource) http://id.loc.gov/authorities/names/n2007076967 Facebook (Electronic resource) fast Subject Internet marketing. Branding (Marketing) Corporate image. branding. corporate image. COMPUTERS -- General. Branding (Marketing) Corporate image Internet marketing Form Electronic book Author Zanette, Maria Carolina, author Caires Abdalla, Carla, author Ferreira, Mateus, author Limongi, Ricardo, author Rosenthal, Benjamin, author ISBN 9781606499436 1606499432 1606499424 9781606499429

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