BRAND IMAGE IN SOCIAL MEDIA – AN OUTLINE OF THE RESEARCH RELATED ISSUES
Journal Title: Polish Journal of Management Studies - Year 2015, Vol 11, Issue 2
Abstract
Growing competition together with an increase in consumers’ requirements result in some necessity for distinguishing a company’s offer on the market. Foundations of the market success may be provided by the brand image. In the era of the Internet and popularisation of social media, companies have lost a major part of their control over their brand image that at present is a derivative of feedback and opinions obtained in social media. Therefore, companies are now facing some need to conduct related research into their brand image in the social media environment. This allows for identifying a process of selecting products by consumers, behaviours of consumers and their attitudes towards brands.<br/><br/>
Authors and Affiliations
Marta Zembik
Keywords
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