Brands and Media Gatekeeping in the Social Media
| Autor: | Vassiliki Cossiavelou, Georgia-Zozeta Miliopoulou |
|---|---|
| Rok vydání: | 2016 |
| Předmět: |
Computer science
business.industry 05 social sciences Exploratory research Social environment 050801 communication & media studies Mindset General Medicine Media relations Transparency (behavior) Gatekeeping Brand management 0508 media and communications 0502 economics and business Social media Marketing business 050203 business & management |
| Zdroj: | International Journal of Interdisciplinary Telecommunications and Networking. 8:51-64 |
| ISSN: | 1941-8671 1941-8663 |
| DOI: | 10.4018/ijitn.2016100105 |
| Popis: | The purpose of this paper is to examine current trends and practices regarding brand communication through the social media, as brand activation in the online social environment rises and proliferates rapidly. Believing that further interdisciplinary contributions are needed to bridge the gap between brand management on the one hand and ICT potential on the other, the authors designed and implemented an exploratory research. They interviewed middle and senior-management executives, working either in companies who promote brands in the social media or in agencies who undertake social media projects and tasks. The authors' results indicate that gatekeeping remains an integral and very important aspect of social media brand management. Most brands consider what to release rather than what not to. They withhold information based on a narrow campaign-oriented mindset which reflects traditional marketing and public relations' practices and has not embraced the requirements for transparency and openness that prevail in the digital and social media environment. |
| Databáze: | OpenAIRE |
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