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Activating and driving brand advocacy: Why every brand needs to be talked about

Author

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  • Thomson, Steve

Abstract

Advocacy and word of mouth have been shown to have a significant impact on brand health and growth. The rise of online social media has increased the visibility of conversations and recommendations about brands, and this has led some marketers to assume that increasing a brand's presence in social media is important to driving brand advocacy. In fact, ‘all media are social’, and a more holistic and proactive strategy is likely to be more successful. Real-world advocacy operates on a large scale and for some brands is an untapped opportunity.

Suggested Citation

  • Thomson, Steve, 2015. "Activating and driving brand advocacy: Why every brand needs to be talked about," Journal of Brand Strategy, Henry Stewart Publications, vol. 4(4), pages 332-340, December.
    • Handle: RePEc:aza:jbs000:y:2015:v:4:i:4:p:332-340
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    More about this item

    Keywords

    advocacy; word of mouth; influence; viral; social (or social media);
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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