Global brands’ social media presence and control

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Global brands’ social media presence and control

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Title: Global brands’ social media presence and control
Author: Ok, Chang Bong
Abstract: This paper seeks to investigate leading global brands‘ social media presence. The analysis of the Interbrand’s 100 Best Global Brands (2010) social media pages was conducted in the current study. Based on Kaplan & Haenlein‘s classification of social media, seven social media application cases were examined. The findings suggest that there are differences in global brands‘ social media presence by brand categories and social media applications. The findings also suggest that there are different levels of global brands‘ social media control. Managerial implications and guidelines for social media marketing are also provided.
Department: Advertising
Subject: Social media Brand name products Social networking Marketing Virtual worlds YouTube Facebook Twitter World of Warcraft Second Life Wikipedia Blogs
URI: http://hdl.handle.net/2152/ETD-UT-2011-05-3199
Date: 2011-05

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