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Corporate Posts and Tweets: Brand Control in Web 2.0

Author

Listed:
  • Kathleen S. Hartzel

    (Information Systems Management, Duquesne University, 600 Forbes Ave, Pittsburgh, PA 15282, USA)

  • Christopher J. Mahanes

    (Duquesne University, 600 Forbes Ave, Pittsburgh, PA 15282, USA)

  • Gregory J. Maurer

    (Duquesne University, 600 Forbes Ave, Pittsburgh, PA 15282, USA)

  • Jennette Sheldon

    (Duquesne University, USA)

  • Christopher Trunick

    (Safety Analysis and Licensing, Westinghouse Electric Co., 1000 Cranberry Woods Drive, Cranberry Township, PA 16066, USA)

  • Shanon J. Wilson

    (Duquesne University, 600 Forbes Ave, Pittsburgh, PA 15282, USA)

Abstract

Social networking, through media such as Twitter and Facebook, is changing influence streams on consumer (customer) attitudes and behaviours. The direct and readily available consumer-to-consumer communication, made accessible through social networking, provides a repository of information from one's referent group, as well as an organisation's customer-facing facade. Therefore as connections among customers increase, the customers assume a higher degree of brand control at the expense of corporate marketing efforts to establish a specific brand image. This paper presents the results of interviews with four organisations that have created interactive marketing strategies built upon social networking. These companies are using social media and social networks to create online communities where they can leverage peer-to-peer network influence and use this influence to reinforce or increase a positive brand image.

Suggested Citation

  • Kathleen S. Hartzel & Christopher J. Mahanes & Gregory J. Maurer & Jennette Sheldon & Christopher Trunick & Shanon J. Wilson, 2011. "Corporate Posts and Tweets: Brand Control in Web 2.0," Journal of Information & Knowledge Management (JIKM), World Scientific Publishing Co. Pte. Ltd., vol. 10(01), pages 51-58.
    • Handle: RePEc:wsi:jikmxx:v:10:y:2011:i:01:n:s0219649211002821
    DOI: 10.1142/S0219649211002821
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    Cited by:

    1. Ethan, Amelia, 2023. "The Effects of Social Media Marketing on Customer’s Purchase Intention; a Moderated Mediation Model from Apparel Industry of Pakistan," OSF Preprints 4dv2s, Center for Open Science.

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