The phenomenon of social media is having a massive impact on the ways brands are perceived, and the way consumers interact with them. Consumers now desire brands that are engaging, relevant, and authentic. In turn, companies are increasingly looking to social media channels to increase their brand?s visibility and influence. This paper addresses the impact social media has on branding. Companies need to have a clear social media strategy included in their overall communications strategy before undertaking a social media campaign. Once a carefully considered strategy is in play, the rewards in terms of customer loyalty and engagement are potentially great.
Research Project (M.B.A.) - Simon Fraser University
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Thesis advisor: Parent, Michael
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