O'Reilly logo

Social Media Branding For Small Business by Robert Davis

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

CHAPTER 7

Source 5: Relational Social Media Brand

The 5-Sources Model concludes with a discussion of the relational social media brand. Customers are engaged in personalized brand communications through interactivity and cocreation.

Relational-Source

What is the role of the brand in defining collective relationships?

In this context, personalized communication means a “human touch,” which appears to be an important dimension of the relational aspect of consumption. Simply speaking, customers do not want to interact with a faceless organization. They would like to know the real people behind your brand. The customers’ direct discourse with a brand and their cocreation activities form a bridge at the level of relational bonds. In this light ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required