Consumer-brand relationships and effective management of social media

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Consumer-brand relationships and effective management of social media

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Title: Consumer-brand relationships and effective management of social media
Author: Henry, Daniel D.
Abstract: Relationship marketing is an important part of the development of brands. The following report conceives the role of relationship marketing and how brands can use social networks as a key for unlocking a relationship with their consumer. This report presents the managerial implications on relationship marketing, the importance of dialogue, and social media. This report is for marketers to understand the importance of initiating, developing and maintaining a relationship with consumers and translate the concepts so that brands can successfully apply them into social networks.
Department: Advertising
Subject: Consumer-brand relationships Relationship marketing Social networks Social media
URI: http://hdl.handle.net/2152/ETD-UT-2010-05-1497
Date: 2010-05

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