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The Roles of Social Media Marketing and Brand Management in Global Marketing

The Roles of Social Media Marketing and Brand Management in Global Marketing

Kijpokin Kasemsap
Copyright: © 2016 |Pages: 28
ISBN13: 9781466697768|ISBN10: 1466697768|EISBN13: 9781466697775
DOI: 10.4018/978-1-4666-9776-8.ch009
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MLA

Kasemsap, Kijpokin. "The Roles of Social Media Marketing and Brand Management in Global Marketing." Competitive Social Media Marketing Strategies, edited by Wilson Ozuem and Gordon Bowen, IGI Global, 2016, pp. 173-200. https://doi.org/10.4018/978-1-4666-9776-8.ch009

APA

Kasemsap, K. (2016). The Roles of Social Media Marketing and Brand Management in Global Marketing. In W. Ozuem & G. Bowen (Eds.), Competitive Social Media Marketing Strategies (pp. 173-200). IGI Global. https://doi.org/10.4018/978-1-4666-9776-8.ch009

Chicago

Kasemsap, Kijpokin. "The Roles of Social Media Marketing and Brand Management in Global Marketing." In Competitive Social Media Marketing Strategies, edited by Wilson Ozuem and Gordon Bowen, 173-200. Hershey, PA: IGI Global, 2016. https://doi.org/10.4018/978-1-4666-9776-8.ch009

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Abstract

This chapter explains the roles of social media marketing and brand management in global marketing, thus describing the theoretical and practical concept of social media marketing, the overview of brand management, the significance of social media marketing, and the application of social media-related brand management in global marketing. The creation of social media marketing and brand management is necessary for modern organizations that seek to serve suppliers and customers, increase business performance, enhance competitiveness, and gain routine success in global business. Thus, it is vital for modern organizations to acknowledge their social media marketing and brand management utilization, establish a strategic plan to consistently evaluate their effective promotions, and immediately respond to social media marketing and brand management needs of customers. The chapter argues that applying social media marketing and brand management in global marketing has the potential to enhance organizational performance and achieve strategic goals in the digital age.

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