Matches in SemOpenAlex for { <https://semopenalex.org/work/W2107804982> ?p ?o ?g. }
Showing items 1 to 97 of
97
with 100 items per page.
- W2107804982 abstract "Brands rushed into social media, viewing social networks, video sharing, online communities, and micro-blogging sites as the panacea to diminishing returns for traditional brand building routes. But, as more branding activity moves to the web, marketers are confronted with the stark realization that social media was made for people, not for brands. In this paper, we explore the emergent cultural landscape of open source branding, and identify marketing strategies directed at the hunt for consumer engagement on the people’s web. These strategies present a paradox, for to gain coveted resonance, the brand must relinquish control. We discuss how web-based power struggles between marketer and consumer brand authors challenge accepted branding truths and paradigms: where short-term brands can trump long-term icons, where marketing looks more like public relations, where brand building gives way to brand protection, and brand value is driven by risk, not returns." @default.
- W2107804982 created "2016-06-24" @default.
- W2107804982 creator A5031531456 @default.
- W2107804982 creator A5049583322 @default.
- W2107804982 date "2010-01-01" @default.
- W2107804982 modified "2023-09-26" @default.
- W2107804982 title "The Uninvited Brand" @default.
- W2107804982 cites W1524730382 @default.
- W2107804982 cites W1544491062 @default.
- W2107804982 cites W1555425735 @default.
- W2107804982 cites W1597383063 @default.
- W2107804982 cites W173318660 @default.
- W2107804982 cites W1966362473 @default.
- W2107804982 cites W2010949253 @default.
- W2107804982 cites W2033486443 @default.
- W2107804982 cites W2045269804 @default.
- W2107804982 cites W2110912829 @default.
- W2107804982 cites W2121001699 @default.
- W2107804982 cites W2149142441 @default.
- W2107804982 cites W432549183 @default.
- W2107804982 doi "https://doi.org/10.2139/ssrn.1963056" @default.
- W2107804982 hasPublicationYear "2010" @default.
- W2107804982 type Work @default.
- W2107804982 sameAs 2107804982 @default.
- W2107804982 citedByCount "8" @default.
- W2107804982 countsByYear W21078049822012 @default.
- W2107804982 countsByYear W21078049822013 @default.
- W2107804982 countsByYear W21078049822014 @default.
- W2107804982 countsByYear W21078049822017 @default.
- W2107804982 countsByYear W21078049822018 @default.
- W2107804982 countsByYear W21078049822021 @default.
- W2107804982 crossrefType "journal-article" @default.
- W2107804982 hasAuthorship W2107804982A5031531456 @default.
- W2107804982 hasAuthorship W2107804982A5049583322 @default.
- W2107804982 hasConcept C112698675 @default.
- W2107804982 hasConcept C119857082 @default.
- W2107804982 hasConcept C136006765 @default.
- W2107804982 hasConcept C136764020 @default.
- W2107804982 hasConcept C142724271 @default.
- W2107804982 hasConcept C144133560 @default.
- W2107804982 hasConcept C152455256 @default.
- W2107804982 hasConcept C162853370 @default.
- W2107804982 hasConcept C204787440 @default.
- W2107804982 hasConcept C205971072 @default.
- W2107804982 hasConcept C26993612 @default.
- W2107804982 hasConcept C2775834023 @default.
- W2107804982 hasConcept C2776291640 @default.
- W2107804982 hasConcept C41008148 @default.
- W2107804982 hasConcept C518677369 @default.
- W2107804982 hasConcept C57375061 @default.
- W2107804982 hasConcept C71508700 @default.
- W2107804982 hasConcept C71924100 @default.
- W2107804982 hasConceptScore W2107804982C112698675 @default.
- W2107804982 hasConceptScore W2107804982C119857082 @default.
- W2107804982 hasConceptScore W2107804982C136006765 @default.
- W2107804982 hasConceptScore W2107804982C136764020 @default.
- W2107804982 hasConceptScore W2107804982C142724271 @default.
- W2107804982 hasConceptScore W2107804982C144133560 @default.
- W2107804982 hasConceptScore W2107804982C152455256 @default.
- W2107804982 hasConceptScore W2107804982C162853370 @default.
- W2107804982 hasConceptScore W2107804982C204787440 @default.
- W2107804982 hasConceptScore W2107804982C205971072 @default.
- W2107804982 hasConceptScore W2107804982C26993612 @default.
- W2107804982 hasConceptScore W2107804982C2775834023 @default.
- W2107804982 hasConceptScore W2107804982C2776291640 @default.
- W2107804982 hasConceptScore W2107804982C41008148 @default.
- W2107804982 hasConceptScore W2107804982C518677369 @default.
- W2107804982 hasConceptScore W2107804982C57375061 @default.
- W2107804982 hasConceptScore W2107804982C71508700 @default.
- W2107804982 hasConceptScore W2107804982C71924100 @default.
- W2107804982 hasLocation W21078049821 @default.
- W2107804982 hasOpenAccess W2107804982 @default.
- W2107804982 hasPrimaryLocation W21078049821 @default.
- W2107804982 hasRelatedWork W1592342207 @default.
- W2107804982 hasRelatedWork W1596853683 @default.
- W2107804982 hasRelatedWork W2025635890 @default.
- W2107804982 hasRelatedWork W2038802184 @default.
- W2107804982 hasRelatedWork W2043520186 @default.
- W2107804982 hasRelatedWork W2390703026 @default.
- W2107804982 hasRelatedWork W2482868798 @default.
- W2107804982 hasRelatedWork W2593601385 @default.
- W2107804982 hasRelatedWork W2608096736 @default.
- W2107804982 hasRelatedWork W2749656864 @default.
- W2107804982 hasRelatedWork W2783786236 @default.
- W2107804982 hasRelatedWork W28896673 @default.
- W2107804982 hasRelatedWork W3009091680 @default.
- W2107804982 hasRelatedWork W3121703968 @default.
- W2107804982 hasRelatedWork W3140881125 @default.
- W2107804982 hasRelatedWork W3151854532 @default.
- W2107804982 hasRelatedWork W3206505722 @default.
- W2107804982 hasRelatedWork W393113116 @default.
- W2107804982 hasRelatedWork W635991398 @default.
- W2107804982 hasRelatedWork W3130062298 @default.
- W2107804982 isParatext "false" @default.
- W2107804982 isRetracted "false" @default.
- W2107804982 magId "2107804982" @default.
- W2107804982 workType "article" @default.