Hold the Line! The Challenge of Being a Premium Brand in the Social Media Era

Journal article


Publication Details

Author(s): Trefzger TF, Baccarella C, Scheiner C, Voigt KI
Journal: Lecture Notes in Computer Science
Publication year: 2016
Volume: 9742
Pages range: 461-471
ISSN: 0302-9743


Abstract


Social media represents a substantially new way of communicating with customers. Whereas marketers used to spread their messages without receiving any direct feedback or reactions, customers now have the possibility to instantly reply to companies’ communication efforts. Adapting to altered communication patterns poses a huge challenge especially for premium brands. On social media, premium brands are not anymore able to entirely rely on their huge marketing budgets but rather need to embrace and utilize newly emerged communication approaches. This study examines a sample of 1156 car brand posts of US Facebook pages and reveals that premium brands possess specific characteristics in their communication strategy. Our findings offer valuable insights into marketing communication activities of premium brands on social media sites.



FAU Authors / FAU Editors

Baccarella, Christian Dr.
Lehrstuhl für Betriebswirtschaftslehre, insbesondere Industrielles Management
Scheiner, Christian Dr.
Lehrstuhl für Betriebswirtschaftslehre, insbesondere Industrielles Management
Wagner, Timm Dr.
Lehrstuhl für Betriebswirtschaftslehre, insbesondere Industrielles Management
Voigt, Kai-Ingo Prof. Dr.
Lehrstuhl für Betriebswirtschaftslehre, insbesondere Industrielles Management


How to cite

APA:
Trefzger, T.F., Baccarella, C., Scheiner, C., & Voigt, K.-I. (2016). Hold the Line! The Challenge of Being a Premium Brand in the Social Media Era. Lecture Notes in Computer Science, 9742, 461-471. https://dx.doi.org/10.1007/978-3-319-39910-2_43

MLA:
Trefzger, Timm F., et al. "Hold the Line! The Challenge of Being a Premium Brand in the Social Media Era." Lecture Notes in Computer Science 9742 (2016): 461-471.

BibTeX: 

Last updated on 2018-11-06 at 08:10