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Social network branding: la politica di marca nell?era delle reti sociali digitali

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  • Alessandro Gandolfo
  • Lorenzo Lupi

Abstract

Le imprese grazie ai social media dispongono di nuovi strumenti - digitali e interattivi - per raggiungere il pubblico; i consumatori li utilizzano per condividere contenuti di vario genere, tra i quali: esperienze personali, opinioni e consigli che hanno per oggetto anche brand e prodotti. Non sorprende che il loro impiego nell?ambito della politica di marca sia sempre pi? diffuso. Tuttavia non ? stato ancora adeguatamente investigato il modo attraverso il quale le molteplici "anime" dei social media (blog, forum, social network, ecc.) contribuiscono al successo delle marche emergenti o incrementano il valore di quelle gi? affermate. Questo lavoro, dopo una riflessione sul ruolo dei social media nella politica di marca, presenta alcune considerazioni basate sui risultati di un?impresa calzaturiera toscana che per promuovere i propri brand, accanto agli strumenti tradizionali, utilizza Facebook.

Suggested Citation

  • Alessandro Gandolfo & Lorenzo Lupi, 2014. "Social network branding: la politica di marca nell?era delle reti sociali digitali," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(2), pages 151-175.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2014-002008
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    References listed on IDEAS

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    Cited by:

    1. Vittoria Marino & Letizia Lo Presti, 2015. "L?impatto della brand crisis sulla clientela e l?effetto della fedelt? alla marca," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(3), pages 103-121.
    2. Francesca Checchinato & Giulia Zanichelli, 2016. "An analysis of factors influencing the online presence in distant countries: the case of italian fashion brands in china," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2016(3), pages 45-67.
    3. Barbara Del Bosco & Maria Cristina Morra & Valerio Veglio, 2017. "Social media and firm performance: The voice of managers in European contexts," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(4), pages 53-75.

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