Naslov
Modern branding: How brands adapted to digital marketing and social media

Autori
Turkalj, Željko ; Vraneševi Tihomir ; Marušić, Tajana ;

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), ostalo

Izvornik
15th Interdisciplinary Management Research. Proceedings / - , 2019, 665-679

Skup
15th Interdisciplinary Management Research. Proceedings

Mjesto i datum
Opatija, Hrvatska, 16.05.2019. - 19.05.2019

Vrsta sudjelovanja
Ostalo

Vrsta recenzije
Recenziran

Ključne riječi
brands ; social media ; communication

Sažetak
Managing a brand today implies that consumers participate actively in marketing activities and communication. In the past, it was more of a one-way communication from brands to consumers through traditional marketing channels such as television, radio, etc. Digital environment and social media enabled constant dialogue between brands and its users. Dialogue through brand communities inside social network environment as well as fan pages on social media offer a possibility to brands to reach a large target group in a short amount of time. The purpose of this article is to explore how brands adapted to this new, dynamic way of communicating. Is branding, with all this new possibilities and communication platforms easier or more complicated for brand owners? Is it a relationship where everybody benefits, companies and consumers?

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA