Global brands’ social media presence and control

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dc.contributor.advisorSung, Yongjunen
dc.contributor.committeeMemberChoi, Sejung M.en
dc.creatorOk, Chang Bongen
dc.date.accessioned2011-07-13T16:36:45Zen
dc.date.accessioned2017-05-11T22:22:42Z
dc.date.available2011-07-13T16:36:45Zen
dc.date.available2017-05-11T22:22:42Z
dc.date.issued2011-05en
dc.date.submittedMay 2011en
dc.date.updated2011-07-13T16:36:53Zen
dc.descriptiontexten
dc.description.abstractThis paper seeks to investigate leading global brands‘ social media presence. The analysis of the Interbrand’s 100 Best Global Brands (2010) social media pages was conducted in the current study. Based on Kaplan & Haenlein‘s classification of social media, seven social media application cases were examined. The findings suggest that there are differences in global brands‘ social media presence by brand categories and social media applications. The findings also suggest that there are different levels of global brands‘ social media control. Managerial implications and guidelines for social media marketing are also provided.en
dc.description.departmentAdvertisingen
dc.format.mimetypeapplication/pdfen
dc.identifier.slug2152/ETD-UT-2011-05-3199en
dc.identifier.urihttp://hdl.handle.net/2152/ETD-UT-2011-05-3199en
dc.language.isoengen
dc.subjectSocial mediaen
dc.subjectBrand name productsen
dc.subjectSocial networkingen
dc.subjectMarketingen
dc.subjectVirtual worldsen
dc.subjectYouTubeen
dc.subjectFacebooken
dc.subjectTwitteren
dc.subjectWorld of Warcraften
dc.subjectSecond Lifeen
dc.subjectWikipediaen
dc.subjectBlogsen
dc.titleGlobal brands’ social media presence and controlen
dc.type.genrethesisen

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