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Will social media kill branding?

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  • Kohli, Chiranjeev
  • Suri, Rajneesh
  • Kapoor, Anuj

Abstract

The traditional branding paradigm involved heavy upfront investment and tightly managing the image via controlled communications in hopes of creating dominant brands that could be leveraged to cultivate loyalty and a long-term, steady stream of profits. However, social media can drastically alter consumers’ behavior and their brand preferences. This rapidly evolving landscape has left managers at a loss, and what they are experiencing is likely the beginning of a tectonic shift in the way brands are managed. In this article, we take a close look at the building blocks of branding and also examine the core of social media. After careful analysis of the two, we discuss the likely impact social media will have on the practice of brand management. We conclude that it will extend beyond the narrow confines of the use of social media as a message platform, to the core of how markets are targeted and products are delivered. We make recommendations regarding how companies can manage various facets of branding in this new marketplace.

Suggested Citation

  • Kohli, Chiranjeev & Suri, Rajneesh & Kapoor, Anuj, 2015. "Will social media kill branding?," Business Horizons, Elsevier, vol. 58(1), pages 35-44.
    • Handle: RePEc:eee:bushor:v:58:y:2015:i:1:p:35-44
    DOI: 10.1016/j.bushor.2014.08.004
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    References listed on IDEAS

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    1. Kietzmann, Jan H. & Hermkens, Kristopher & McCarthy, Ian P. & Silvestre, Bruno S., 2011. "Social media? Get serious! Understanding the functional building blocks of social media," Business Horizons, Elsevier, vol. 54(3), pages 241-251, May.
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    13. Lama Halwani, 2021. "The Online Experience of Luxury Consumers: Insight into Motives and Reservations," International Journal of Business and Management, Canadian Center of Science and Education, vol. 15(11), pages 157-157, July.
    14. Shakeel ul Rehman & Rafia Gulzar & Wajeeha Aslam, 2022. "Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach," SAGE Open, , vol. 12(2), pages 21582440221, May.
    15. Matea Mati? ?o?i? & Marija Be?i? & Perica Vojini?, 0000. "Do Social Media Reviews Matter? Social Media Marketing Activities Empirical Study," Proceedings of Economics and Finance Conferences 14416294, International Institute of Social and Economic Sciences.
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    19. Wagner, Timm F. & Baccarella, Christian V. & Voigt, Kai-Ingo, 2017. "Framing social media communication: Investigating the effects of brand post appeals on user interaction," European Management Journal, Elsevier, vol. 35(5), pages 606-616.
    20. Korzynski, Pawel & Mazurek, Grzegorz & Haenlein, Michael, 2020. "Leveraging employees as spokespeople in your HR strategy: How company-related employee posts on social media can help firms to attract new talent," European Management Journal, Elsevier, vol. 38(1), pages 204-212.
    21. Emmanuel Mogaji & Temitope Farinloye & Stella Aririguzoh, 2016. "Factors shaping attitudes towards UK bank brands: An exploratory analysis of social media data," Cogent Business & Management, Taylor & Francis Journals, vol. 3(1), pages 1223389-122, December.
    22. Ardeshir Bazrkar & Mohammad Hajimohammadi & Erfan Aramoon & Vahid Aramoon, 2021. "Effect of the Social Media Marketing Strategy on Customer Participation Intention in Light of the Mediating Role of Customer Perceived Value," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 33(1), pages 41-58.
    23. Krishnamurthy, Anup & Kumar, S. Ramesh, 2018. "Electronic word-of-mouth and the brand image: Exploring the moderating role of involvement through a consumer expectations lens," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 149-156.

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