Essays on The Social Influence of Brand Community Case Study

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The paper "The Social Influence of Brand Community" is a great example of a Marketing Case Study. Social media has been used by various organizations to market their products. The marketing departments within an organization have learned on the customer’ s behavior and have in return created up social pages on Twitter, Facebook, and other social media platforms so that they can address out the issues affecting their customers, respond to various queries that affect them and to increase the popularity of the products among the consumers. All these have assisted in the brand meaning of the products.

Brand meaning is the situation where customers are used to a particular product and will show a lot of confidence in the usage of the product. The customers’ show a lot of loyalty to a given brand and will not use the products of other firms. Brand loyalty and brand awareness are enhanced through brand communications that form the links between the management of the organization and the customers. The authenticity of the brand communications in the social media has been questioned as there have been cases of hackers who have hacked in the social pages of some organization and posted misleading information to the customers.

This paper seeks to look into details of how social media has accelerated the social construction of the brand meaning. It also looks at whether brand communication on social media can be trusted. The Authenticity and Trustworthy of Brand communication in social media It is the objective of each marketer to formulate their strategies that they can communicate with their market. Marketing can become more efficient if it is more consumer-driven.

The presence of social media in marketing has boosted brand communications among marketers, and they have been able to communicate effectively. Social media has created platforms where brand communication can be done directly with the customers so as to develop products that sell. As a result of this, customers can become the co-creators of the product. Most of the online content is usually user-generated, and the content that will be included will come from the customers. It is, therefore, clear that brand communication participates in breaking the limits that exist between marketers and customers.

The familiarization that is created in the social media where the marketers engage in bran communication gives the customers more confidence to use a particular product compared to those firms that have not created the step to go online so that they can hear the views of their customers as well as the form that positive reputation with their customers. Despite brand communications having positive impacts on the organization, the platform that it is mostly propagated may at times be corrupted and not all the information that the customers obtain is authentic and trustworthy.

The reason as to why brand communication in social media may not be authentic is because social media is accessible to everybody. To make the matters worse, hacking an online account has become so easy (Eggers, et al, 2013). This has led to numerous individuals who have hacked up accounts of various organizations. They then post up controversial information that may not be valid or verified by the organization. The information may depict a particular organization in a negative way.

This will, in turn, destroy the good reputation that has been created by the company and the customers. Once the trust has been broken down in the customers, it will be hard for the marketers to convince back their customers. Their customers may choose another product, and this means that the particular organization would have experienced negativity in their operation (Weinberg, 2011). This, therefore, means that social media has the potential of damaging the reputation of any company if they have not put in place better strategies that can monitor up the social online pages.

It is also clear that the information that may be on the online display for the customers to view may not be trustworthy as there may be enemies who may want to use the advantage of the easy accessibility of the social media to kill the reputation of a given firms. For firms to be able to avoid this wrong brand communication, they should put in place personnel that can engage in monitoring the complaints of the customers as well as responding to the claims and the views that are aired out by the customers.

By so doing, they are assured that the brand communication o their products will yield them a lot of benefits (Jin, 2009). Therefore when an organization wants to boost their social construction on the social media and make their brand communication better, they should be authentic, always engage in conversations with their customers on their social media pages, come up with buyer’ s persona, ensure their reputation is positive, always provide relevant content, be helpful in the social media pages, concentrate on the quality of the information they offer in the social media over the quantity of information they give to the social media and eventually be open to their consumers so that they can maintain their customers (Lanz, 2010).

When marketers will follow the above steps, they are sure of their customers trusting their brand communication and no doubt that this will eventually lead to the success of the company. Brand communication is greatly related to brand awareness and brand loyalty as the two areas of brand meaning greatly depend on the brand meaning so that they can be greatly improved.

It is good communications that form up their foundation.


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