Different Aspects of Social Media That Can Influence the Image of a Brand 4

Literature Review

Literatur September 6 e Review 2013

1 Literature Review

Table of Contents

Literature Review

Abstract

The literature review has as a topic the following research question: “Can social media change the image of a business by improving the relationship with its customers?” and the aim is to clearly answer it by in depth analysis of various academic sources, which supports forming a personal perspective. The first part of the report presents the core model, around which the arguments are build, being the Honeycomb model of Kitetzman et al. (2011), presenting all the dimensions that can influence a brand`s image on social media. In the next part, the Keller`s (2001) model for enhancing a brand image was shown, explained and adapted to the Honeycomb model (Kietzman el al., 2011), creating a new model, with the aim of showing the

2 Literature Review connection between improving a brand image and the social media space and secondly and how this can be done by presenting the role of each dimension that forms the Honeycomb. The succeeding section refers to the connection between social media and the Customer Relationship Management (CRM) including two researches conducted by IMB Institute for Business Value (2011), one of them showing an existing gap. The analysis of the topic goes from a slightly general point of view to a in depth one, when the case of Maybelline New York brand is presented, section succeeded by the importance of the strategic choices in terms of the promotional mix on the variety of social media channels.

Introduction

According to Boone and Kurtz (2007), the guiding principle followed by the organizations in order to connect to their target markets is the Integrated Marketing Communications (IMC), which uses various combinations of promotional mix (Blackshaw and Nazzaro, 2004), with the aim of producing a “ unified customer focused” message (Boone and Kurtz, 2007:488). But according to Mangold and Faults (2009), what is the consumer-generating popular method to be used nowadays, is the social media. So in order to achieve a company`s objectives, contemporary marketers created IMC strategies that incorporate social media in all its forms (Li and Bernoff, 2008).

Moreover, social media is a way for consumers-sponsored communications (Rashtchy et al., 2007), a phenomenon that influences the customers in having requirements in terms of immediate access to information about brands, products, at their own convenience (Vollmer and Precourt, 2008), information on which they base their purchase decision (Lempert, 2006), being considered by them a trust-worthy source (Foux, 2006). So taking into consideration the fact

3 Literature Review that social media is so popular amongst customers and is considered a trust-worthy source of information, having the capacity to spread both positive and negative word of mouth in a timely manner, can this method of communication have an effect and “ change the image of a brand by improving the relationship with its customers?” The report will be structured around this research question and the answer will become the thesis of the primary argument.

Different Aspects of Social Media that can Influence the Image of a Brand

According to Kietzmann et al. et al. (2011), the seven functional blocks of social media, as can be seen in the Figure 1, refer to the different aspects, such as identity, conversations, sharing, presence, relationships, reputation and groups. More exactly, the framework helps examine different facets of social media, and its implications. In this case, the framework of Kietzmann et al. (2011) has been adapted to the brands` context and not to the individuals, as was mainly described by the author.

4 Literature Review

Fig.1, The Honeycomb of Social Media (Kietzmann et al. et al., 2011)

Identity More exactly, according to Culnan, McHugh and Zubillaga (2010), the identity block refers to how the brands create their identities by disclosing corporate information. For example, Waitrose uses the Facebook page (Waitrose Official Facebook Page, 2013) amongst all the other social media channels, where its identity is created in a consisted way, integrating social media in the theirs IMC strategy, portraying the brand as being a healthy choice, social responsible, connected and carrying about its customers, the same image created in the offline medium and on the other online channels such as Twitter, Youtube.

Conversations In terms of the conversion dimension, it refers to the extent to which a brand communicates to its customers, having an essential influence, as how Kietzmann et al. (2011) states: “The conversations are like pieces of a rapidly changing puzzle which, when aggregated, combine to produce an overall image or message” (2011:476). An example offered here to contrast the conversation dimension between two brands, is the one of Waitrose again, that responds to its customers` posts and questions, involving, showing they care about their opinion, and Primark, that just carries a monologue, by only posting and not engaging in conversations and answering ( Waitrose and Primark Facebook Official Pages, 2013).

5 Literature Review

Sharing Sharing is about the extent, to which a brand exchanges information, opinions, etc., and another aspect to it is the content and the meaning of what is shared (Kietzmann et al. et al., 2011). Moreover, according to (Engestrom and Kerosuo, 2005), organizations should be careful when making a statement, firstly because it represents their values and creates or adds up to their image and secondly, because when fuelled up by viewers, the conversations could rapidly turn into either a positive or negative word of mouth (Borgatti and Foster, 2003). An example offered by Lubin (2012) for Business Insider Website (2013), in order to show the impact of conversations on a brand, is the McDonald`s case on their Twitter Page, where a twit for McDstories campaign (“When u make something you pride, people can taste it," McD potato supplier #McDstories) was interpreted wrong by the viewers, responding in inappropriate ways, leading the brand to cancel it and as a result, lose some of the sales.

Presence Regarding the presence block of the social media, here can be considered the Dr. Pepper example, brand which was one of the 5 finalists for the “Best Presence on Facebook” offered by the Shorty Industry Awards (Official Website, 2013), increasing the engagement with customers by 85% on the Facebook Page, gathering 3.4 million likes, after realizing that their engagement does not go to the right direction and made a change.

Relationships In terms of the relationship that a brand has with its customers, according to Krackhardt (1992: 218), strong relationships are ‘‘long-lasting, and affect-laden’’ and in contrast, according to Hansen (1999:84), the weak ones are “infrequent and distant”. Also, according to Granovetter (1973), relationships can be formal, friendly, etc. and in addition, according to Muniz and Schau (2007), even though connections do not represent everything, they are essential as they express a sense of trust and security, in terms of the numbers of followers, likes, etc., and depending to the extent of these factors, the relationships aspect can act as an “influencer”.

Reputation According to Kietzmann et al. (2011), reputation can have different meanings, but when talking about social media, it refers mainly to trust. In addition, according to Fombrun and Van Riel (2004) and to Van den Bosch, De Jong and Elving (2005), the reputation of a brand represents a significant influence on the customer`s purchasing decision and on the image of the products. Moreover, according to Kania (2001) and to a research carried by Cheskin Research and

6 Literature Review

Sapient (1999), another aspect that builds up the reputation is the level of familiarity that the customers` have with a brand, unless the customer has a negative image of the brand.

Groups According to Roberts and Dunbar (2011), the group dimension represents the extent to which groups or communities can be formed on the social media platform. In terms of the brand context, according to Keller (2001), organizations usually have groups of fans of followers that identify themselves with the brand. The importance of this aspect is shown in the argument given by Fournier (1998), who states that customers have a comfort in seeing brands not as a “passive object of marketing transaction” (1998:344), but as a member of the relationship who is active and contributing, forming an interdependence.

Establishing the Brand Identity by Using the Honeycomb Model

According to Low and Lamb (2000), a strong factor that stays behind the consumer`s purchases is the perceived quality, personally believed to be close related to the brand image, opinion based on the argument of Monroe and Dodds (1988), argument detailed by Jacob, Olson, and Haddock (1973), explaining that the perceived quality is built on different cues, both intrinsic and extrinsic (Richardson, Dick and Jain, 1994) such as price (Leavitt, 1954), brand image (Allison and Uhl,1962), packaging (McDaniel and Baker,1977), etc. Moreover, according to Aaker (1991), perceived quality is also based on the subjective evaluation of the customers of the brand. A way to build brand image, according to Keller (2001) is by following four steps, as can be seen in the Figure 2, these being: establishing brand identity, thought to be done by creating brand awareness; creating brand meaning, considered to be done by using appropriate associations; drawing positive brand responses and last but not least, forming relationship with customers based on loyalty.

7 Literature Review

Fig. 2, The 4 Steps Model, Keller (2001)

Linking Keller`s (2001) four steps model with Kitzmann`s Honeycomb model (2011) in order to adapt the Keller`s model to the social media context, a new framework is created with the aim of showing firstly, the connection between the establishment of a brand image and the social media platform and secondly, how this could be done be presenting the role that each of the seven blocks of the Honeycomb model can have in order for the image to be created online, as can be seen in the Figure 3.

8 Literature Review

9 Literature Review

The Connection between Customer Relationship and Social Media

According to Evans and McKee (2010), a proper practiced social media marketing seeks to engage a brand`s customers in the online platform, the place where they naturally spend time. More detailed, Evans (2012), explained how the Social Feedback Cycle expands its role, when the identity, the ease of publishing, the predilection to publish and share information regarding the product-related decision making process are combined. Concluding that, the Social Feedback Cycle, one of the areas of the traditional CRM (Customer Relationship Marketing), wraps literally the entire business, as can be seen in the Fig 4.

Fig4. The Social Feedback Cycle, Evans and McKee (2010)

Moreover, according to Mangold and Faulds (2009), customers feel more engaged with a brand when they are able to submit their feedback. In addition, products that are easy to use, fun, intriguing, and highly visible or that engage their emotions are more expected to create conversations than the ones that do not match that criteria, as Dobele, Toleman and Beverland (2005) explain.

But on the other side, even though according to Keller (2003) and Safko (2010), social media is a consumer-generating method, the results of a research conducted by IBM Institute for Business Value (2011), in an article by Baird (2011), the Research Leader for IBM and Parasnis (2011), the Vice President of IBM, showed a different side of the argument. According to this research, (IBM, 2011), made on 1000 customers worldwide, in terms of who is using social media, the reasons of why they use it, what sites do they use more frequently and last but not least, what makes the customers engage with the companies, was concluded that the customers` willingness to engage with the companies should not be taken for granted or easily assumed. More detailed, according to Baird (2011) and to Parasnis (2011), the results of the

10 Literature Review research were the following: even though the social media is astonishingly booming, only a small percentage of the users engage to a regular base by posting or responding, also that this platform has as a main use socializing with family and friends and not engaging with brands and that there is a gap between what companies think the customers want and what they really care about.

More exactly, Baird (2011) and Parasnis (2011), explain that customers expect from their interactions on social media with a company, in exchange for their personal data, time and endorsement, something tangible. Moreover, the IBM research (2011) results also showed that the majority of businesses believe that social media will increase advocacy, while only 38% of the customers do agree and over 60% believe that the passion for a brand is essential for social media engagement. A more detailed argument regarding the gap between the companies’ perception and the customers’ expectations, reasons, regarding the interaction on social media companies` sites are offered in Fig 5.

Fig.5 CRM Study, IBM Institute for Business Value Analysis (2011)

Although Franzak, Pitta and Fritsche (2001) and Johnson and Bruwer (2003), explained that companies in general are seeking to engage with their customers through the use of social media, where the target market spends time naturally (Evans and McKee :2010), believing that this increases advocacy (IBM, 2011), according to another research carried by IMB Institute for Business Value (2011) on 351 business executives in different countries: United States, Canada, the United Kingdom, France, Germany, India, China, Australia and Brazil, there is still

11 Literature Review a considerable percentage of companies that either do have a profile, but do not have presence, or do not have a profile at all, as can be seen in the diagram from Fig.6.

Fig 6. CRM Study, IBM Institute for Business Value (2011)

Maybelline New York: a Case when Social Media Improved the Brand`s Image through Social CRM According to Shorty Industry Awards, the 5th Annual Edition (Official Website, 2013), which honors the best brands, agency and professionals on social media, the winner for the year 2013 in the category “Best Overall Brand Presence on Facebook” was won by Maybelline New York with its digital strategy in the Indian market. More exactly, Bharucha , the Digital Marketing Manager and Karia, the Online Strategist (Shorty Industry Awards Official Website, 2013), explained that the aim of the campaign was to engage customers in discussions and funny conversion and moreover, the challenge was to promote the BB cream product only through the digital campaign and the risk taken was that even though the cream was targeted at women, in this case was marketed through men in the online platform.

Building a relationship by engaging the customers in a conversation is important (Kim and Ko, 2012) because as Kumar and George (2007) explain, the value brought by a customer to a brand is not only measured in terms of the profit from each transaction, but is the total that that customers provide during the relationship with that particular brand. Moreover, according to Kim et al. (2010) and Lemon, Rust and Zeithaml (2001), the customers` equity is the most important long term value that a brand has. To adapt the theory to the Maybelline New York case, what the digital team has done firstly was that they provided a platform where men could express their

12 Literature Review complaints regarding the time it takes for women to get ready (Bharucha and Karia for Shorty Industry Awards Official Website, 2013). The subject engaged on Facebook 38, 000 men in 15 days.

The next step was to create a fan age where the battle between sexes was maximized by the creative team around the subject “Women take forever to get ready”. Last but not least, the solution provided and agreed to, by both sexes, was for women to go “Nude”, being the tone of the BB cream. The campaign was also promoted by the use of an application, where 2,000 women revealed the BB cream picture, virtually, pixel by pixel. The success of the customer ‘engagement was shown by the positive feedback regarding sells, the brand having sold 75,000 units only in the first month (Bharucha and Karia for Shorty Industry Awards Official Website, 2013). Moreover, as Dobele, Toleman and Beverland (2005) stated, a brand that have a fun product or make use, when promoting, of the fun aspect are expected to create more conversations than the others, theory proved by the Maybelline New York example.

This example shows the importance of the different dimensions from the Honeycomb model (Kietzmann et al. et al., 2011) in achieving a positive brand image and increased sales as a final result. The dimensions present in the Maybelline digital campaign are: the presence: high in this case (Award Winner), structuring and providing platforms for the conversations to take place; the relationships: the brand showed interest in the customers` opinions and thoughts; the groups: the customers were divided into men and women by being offered a subject on which they had contrasting opinions in order to maximize the conversation, in a relaxed, funny context and moreover, all these mixed aspects adding on the identity of the brand by creating greater exposure (Hennig-Thurau et al. , 2010) and positively influencing the reputation (see Figure 7).

The strategic choices of IMC in the Online Space But on the other side, according to Ghose, Telang, and Krishnan (2005), customers’ interactions can also represent the threat of cannibalizing the sales of a new product and not only increasing the value of the products (Schau, Munitz, and Arnould, 2009). More exactly, as the Integrated Marketing Communications uses a combination of promotional mix, as Duncan and Everett, (1993) and Rust, Lemon and Zeithaml (2004) explain, and “recognizes the added value of a

13 Literature Review comprehensive plan that evaluates the strategic roles of a variety of communications disciplines” (1993:33), both online and offline, where the role of the customers drives the success (Ponsonby & Boyle, 2004), the same strategic choice takes place in the social space, states Clark, a Senior Marketer from Coca Cola for Distributing Marketing Organization (Official Website, 2010-2011).

More detailed, Mitchel (2013) writes in an article for Distributing Marketing Organization (Official Website, 2010-2011), based on the interview with Clark that sending a consistent brand message integrated on different channels, where the target audience is being sensitive in different nuances, depending the channel, is a challenge. Moreover, the software platform that Coca Cola uses, is following three quotes: that no single media is strong in the same way as a combination of media, that is required for marketers “having a single, integrated conversation across those screens…When we do this well, we create significantly higher impact than any of those screens could do on their own” (Clark, in the article of Mitchel (2013) for Distributing Marketing Organization, Official Website, 2010-2011) and last but not least, that is difficult and challenging to integrate so many moving parts in real time, while the brand dialogue is constantly changing (Mitchel, 2013). An example of the extent of negative impact that social media can have on a brand image and evidently its sales is the fact that one of the telecom clients of the McKinsey Company have seen a loss of 8% , offsetting their TV spend, as a result of a negative sentiment in the social media space ( Gordon, McKinsey Principle, for an Ad Age article, 2013).

Conclusion Taking into consideration the different arguments offered by the presented and analyzed academic sources and the real-case examples of different brands, has been personally concluded that social media can change the image of a brand in a positive way by engaging with the customers through an effective CRM and by strategically choosing the promotional mix, which has to send as Clark, the Senior Marketer from Coca Cola for Distributing Marketing Organization (Official Website, 2010-2011) stated, the same consistent, clear brand message, in a real-time context on all the social media channels used by the brand. Also the image of the brand could be affected and lose its customers if the social CRM is approached in a wrong, ineffective way.

Moreover, after an in-depth research through the official websites of social media management and engaging platforms, social content marketing companies, online selling companies, digital

14 Literature Review marketing agencies , analyzing their methods and the recommendations of their founders and CEOs`, together with the analysis of the academic sources, a plan to achieve/improve the image of a brand on social media has been created, as can be seen in Fig.8., focusing on the customers, by building trust and loyalty (Woodcock, Green and Starkey, 2011).

15 Literature Review

References

Aaker, D.A. (1991). “Managing Brand Equity”. New York, NY: The Free Press.

Ad Age. (2013). McKinsey Finds Social Buzz Can Affect Sales -- Negatively, Anyway. Available: http://adage.com/article/digital/mckinsey-finds-social-buzz-affect-sales-negatively/242039/. Last accessed 03/09/2013.

Allison, R. I., & Uhl, K. P. (1964). “Influence of beer brand identification on taste perception”. Journal of Marketing Research, 36-39.

Baird, C.H., Parasnis,G.. (2011). “From social media to social customer relationship management”. Strategy and Leadership. 39 (5), 30-37.

Basille, D. (2009). “Social media influencers are not traditional influencers”. Retrieved July 30, 2010, from http://www.briansolis.com/2009/11/social-mediainfluencers-are-not-traditional- influencers/.

Bharucha, J., Karia, H. (2013). “5th Annual Shorty Industry Awards Winner Maybelline New York Digital Strategy 2012”. Available: http://industry.shortyawards.com/category/5th_annual/facebook_brand/r8/maybelline-new-york- digital-strategy-2012. Last accessed 30/08/2013.

Blackshaw, P., & Nazzaro, M. (2006). “Consumer-generated media (CGM) 101: Word-of-mouth in the age of the web-fortified consumer”, 2nd ed. Retrieved February 1, 2008 from http://www.artsmarketing.org/marketingresources/files/Consumer-Generated%20Media.pdf.

Boone, L. E., & Kurtz, D. L. (2007).”Contemporary marketing” (13th ed.). Mason, OH: Thomson/South-Western.

Borgatti, S. P., & Foster, P. C. (2003). “The network paradigm in organizational research: A review and typology”. Journal of management, 29(6), 991-1013.

Cheskin Research and Studio Archetype / Sapient (1999). “The E-Commerce Trust Study”, January, 1-33.

Culnan, M. J., McHugh, P. J. and Zubillaga, J. I. (2010). “How Large U.S. Companies can use Twitter and Other Social Media To Gain Business Value”. MIS Quarterly Executive, 9 (4), 243- 259.

Dobele, A., Toleman, D., & Beverland, M. (2005). “Controlled infection! Spreading the brand message through viral marketing”. Business Horizons,48(2), 143-149.

Engeström, Y., & Kerosuo, H. (2007). “From workplace learning to inter-organizational learning and back: the contribution of activity theory”. Journal of Workplace Learning, 19(6), 336-342. Equity, 2d ed. Upper Saddle River: NJ Prentice Hall.

Evans, D. (2012). “Social Media Marketing: An Hour a Day”. 2nd ed. Indianapolis, Indiana: Wiley Publishing, Inc.

Evans, D., McKee,J. (2010). “Social Media Marketing the Next Generation of Business Engagement”. Indianapolis, Indiana: Wiley Publishing, Inc.

Fombrun, C. J., & van Riel, C. BM (2004): “Fame and Fortune: How successful companies build winning reputations”. Financial Times Prentice-Hall: Upper Saddle River, NJ.

Fournier, S. (1998). “Consumers and their brands: developing relationship theory in consumer research”. Journal of consumer research, 24(4), 343-353.

Foux, G. (2006, May 8). “Consumer-generated media: Get your customers involved”. Brand Strategy, 38-39.

Franzak, F., Pitta, D. and Fritsche, S. (2001). “Online relationships and the consumer’s right to privacy”. Journal of Consumer Marketing, 18, 631-41.

Garry, G. A., &Westbrook, R. A. (2009). “Winning the internet confidence game”. Corporate Reputation Review, 12(3), 195–203.

Ghose, A., Telang, R. and Krishnan,R. (2005). “Effect of Electronic Secondary Markets on the Supply Chain”. Journal of Management Information Systems, 22 (2), 91-120.

Granovetter, M. S. (1973). “The strength of weak ties”. American journal of sociology, 1360- 1380.

Hennig-Thurau, T., Gwinner, K., Gremler D. (2010). “Understanding relationship marketing outcomes: an integration of relational benefits and relationship quality”. Journal of Service Research, 4 (3), 230–247.

IBM Institute for Business Value Official Website (2013)

Jacob, J., Olson, J. and Haddock, R. (1971). “Price, Brand Name and Product Composition Characteristics as Determinants of Perceived Quality”. Journal of Applied Psychology, 55 (December), 570-79.

Johnson, T. and Bruwer, J. (2003). “An empirical confirmation of wine-related lifestyle segments in the Australian wine market”, International Journal of Wine Marketing, 15 (1),5-33.

Kahn, W. A. (1990). “Psychological conditions of personal engagement and disengagement at work”. Academy of Management Journal, 33(4), 692-724.

Kania, D. (2001). “Branding.Com: on-line branding for marketing success”. McGraw- Hill/Contemporary.

Keller, K.L. (2003). ”Strategic Brand Management”. 2nd edition. Upper Saddle River, NJ: Prentice Hall.

Keller, K.L. (2001). “Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands”, Marketing Science Institute, Report No. 01-107

Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). “Social media? Get serious! Understanding the functional building blocks of social media”. Business Horizons, 54(3), 241-251.

Kim ,A.J. , Ko,E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research. 65, 1480–1486.

Kim, K.H, Park, S.Y, Lee, S., Knight, D.K., Xu, B., Jeon, B.J.(2010).” Examining the relationships among attitude toward luxury brands, customer equity, and customer lifetime value in a Korean context”. Journal of Global Academic Marketing Science, (1), 27-34.

Krackhardt, D., (1992). “The strength of strong ties: the importance of philos in organizations”. In: Nohria, N., Eccles R. (Eds.), Networks and Organizations: Structure, Form and Action. Boston, MA: Harvard University Press, 216–239.

Kumar, V., George, M. (2007). “Measuring and maximizing customer equity: a critical analysis”. Journal of Academic Marketing Science, 35, 157–171.

Leavitt, H. J. (1954). “A note on some experimental findings about the meanings of price”. The Journal of Business, 27(3), 205-210.

Lemon, K.N., Rust, R.T, Zeithaml, V.A. (2001).” What drives customer equity?” Marketing Management, 10(1), 5-25.

Lempert, P. (2006). “Caught in the Web”. Progressive Grocer, 85(12), 18.

Li, C., & Bernoff, J. (2008). “Groundswell: Winning in a world transformed by social technologies”. Boston: Harvard Business Press.

Low, G.S. & Lamb, C.W. (2000). “The measurement and dimensionality of brand associations”. Journal of Product & Brand Management, 9 (6), 350-368.

Lubin, G. (2012). “McDonald's Twitter Campaign Goes Horribly Wrong #McDStories”. Available: http://www.businessinsider.com/mcdonalds-twitter-campaign-goes-horribly-wrong-mcdstories- 2012-1. Last accessed 28/08/2013.

Mangold, W. G. & Faulds, D.J. (2009), “Social media: The new hybrid element of the promotion mix”. Business Horizons, 52, 357-365.

McDaniel, C., & Baker, R. C. (1977). “Convenience food packaging and the perception of product quality”. The Journal of Marketing, 57-58.

Mitchel, D. (2013). “How Does Social Media Buzz Impact Sales?” Available: http://distributedmarketing.org/2013/06/12/how-does-social-media-buzz-impact-sales/. Last accessed 03/09/2013.

Mittal, B. (1989). “A theoretical analysis of two recent measures of involvement”. Advances in Consumer Research, 16(1), 697-702.

Monroe, Kent B. and Dodds, William B. (1988). “A Research Pro-gram for Establishing the Validity of the Price-Quality Relationship”. Journal of the Academy of Marketing Science, 16 (Spring), 151-68.

Muniz, A. M., & Schau, H. J. (2007). “Vigilante marketing and consumer-created communications”. Journal of Advertising, 36(3), 35-50.

Oracle Social Relationship Management Official Website (2013).

Pollet, T. V., Roberts, S. G., & Dunbar, R. I. (2011). “Extraverts have larger social network layers”. Journal of Individual Differences, 32(3), 161-169.

Ponsonby, S.,& Boyle, E. (2004). “The “value of marketing” and “the marketing of value” in contemporary times: A literature review and research agenda”. Journal ofMarketing Management, 20, 343-361.

Primark Facebook Page (2013).

Rashtchy, F., Kessler, A. M., Bieber, P. J., Shindler, N. H., & Tzeng, J. C. (2007, February). “The user revolution: The new advertising ecosystem and the rise of the Internet as a mass medium”. Minneapolis, MN: Piper Jaffray Investment Research.

Richardson, P. S., Dick, A. S., & Jain, A. K. (1994). “Extrinsic and intrinsic cue effects on perceptions of store brand quality”. The Journal of Marketing, 28-36.

Safko, L. (2010). “The Social Media Bible: Tactics, Tools, and Strategies for Business Success”. New Jersey: Wiley& Sons Inc.

Schau, H.J., Muniz Jr.A.M, and Arnould,E.J. (2009). “How Brand Community Practices Create Value,’’ Journal of Marketing, 73 (September), 30-51.

Schiff, J.L. (2013). “Social media and customer relationship management (CRM) experts share their tips for how organizations can leverage social media to improve customer engagement”. Available:http://www.cio.com/article/734094/17_Tips_for_Achieving_Social_CRM. Last accessed 03/09/2013.

Shorty Industry Awards. (2013). “Best Overall Brand Presence on Facebook”. Available: http://industry.shortyawards.com/category/5th_annual/facebook_brand/Lw/dr-pepper-facebook- program. Last accessed 28/08/2013.

Social Centiv Official Website (2013).

Social Compass Official Website (2013)

Sprout Official Website (2013).

Straley, B. (2010). “How to: Target social media influencers to boost traffic and sales”. Retrieved July 29, 2010, from http://mashable.com/2010/04/15/socialmedia-influencers/. Strong Brands. Marketing Science Institute, Report No. 01-107.

Van den Bosch, A. L., De Jong, M. D., & Elving, W. J. (2005). “How corporate visual identity supports reputation”. Corporate Communications: An International Journal, 10(2), 108-116. Waitrose Facebook Page (2013).

Woodcock, N., Green, A., & Starkey, M. (2011). “Social CRM as a business strategy”. Journal of Database Marketing & Customer Strategy Management, 18(1), 50-64.

Wyshynski, G. (2009). “Inside the NHL's social media innovations, growing pains”. Retrieved October 1, 2010, from http://sports.yahoo.com/nhl/blog/puck_daddy/post/Inside-the-NHL-s- social-media-innovations-growi?urn=nhl-199092.