IDEAS home Printed from https://ideas.repec.org/a/vrs/brcebe/v3y2017i1p79-85n11.html
   My bibliography  Save this article

Branding in the age of social media: how entrepreneurs use social networks to boost their service-based businesses

Author

Listed:
  • Ioanid Alexandra
  • Deselnicu Dana Corina
  • Militaru Gheorghe

    (University Politehnica of Bucharest, Bucharest, Romania)

Abstract

The basics of product and service branding are generally the same. However, creating a brand for a company that offers services requires more effort because the services are hard to visualize and each client has different expectations. More than promoting any of the services, branding aims to create a perception of trust so that the brand name to be associated with integrity, quality, and innovation. The purpose of this paper is to determine how entrepreneurs develop their service-based business through social networks branding and also what are the benefits obtained from each method. The authors have researched previously what is the impact of social network marketing on business development and noticed that service-based businesses tend to obtain benefits from different activities comparing to product-based businesses. The authors researched through a semistructured questionnaire the online activities of 71 SMEs from Bucharest that offer various types of services to their customers. The results obtained are then correlated with the online and offline performance of the company.

Suggested Citation

  • Ioanid Alexandra & Deselnicu Dana Corina & Militaru Gheorghe, 2017. "Branding in the age of social media: how entrepreneurs use social networks to boost their service-based businesses," Balkan Region Conference on Engineering and Business Education, Sciendo, vol. 3(1), pages 79-85, December.
    • Handle: RePEc:vrs:brcebe:v:3:y:2017:i:1:p:79-85:n:11
    DOI: 10.1515/cplbu-2017-0011
    as

    Download full text from publisher

    File URL: https://doi.org/10.1515/cplbu-2017-0011
    Download Restriction: no
    File URL: https://libkey.io/10.1515/cplbu-2017-0011?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:brcebe:v:3:y:2017:i:1:p:79-85:n:11. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.