Branding and control in markets as mediated conversations

Purpose of the paper: To reframe the issue of brand control in the age of ubiquitous social media.

Methodology: Conceptual paper (case as illustrative example)

Results: Proposal of a new perspective on brand control in social media based on dual rationalities.

Limits: Preliminary conceptual study; the next steps in the research program require extensive and diverse empirical testing.

Practical implications: The proposal also includes a new methodological and managerial framework, consistent with the new perspective on brand control.

Originality: Original new conceptual and methodological approach to brand control in social media.

Key words: brand; control; social media; mediated conversations

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