How to Build Brand Awareness and Engagement on Instagram

A study by Christodoulides (2009) illustrates that internet and technology have strongly affected on brandsphere. Brand managers role has changed from guardian to host and they have understood that one-side communication is not enough anymore and they should shift to many-to-many communication where consumers are allowed to communicate with the firm and other consumers.  Christodoulides (2009) states that before the internet, brand manager used to act like control freak which is not feasible in online world. Today, branding is about creating relationships, interaction and generating better value to the customers. Building and sharing user generated content should be facilitated by companies because it has a powerful impact on building and improving relationship amongst brands, consumers and brand communities. Internet has also offered new opportunities for companies as they can benefit from personalization and customization for instance in case of NikeID.com, where consumer can design trainers themselves from a variety of options.

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The Blogger’s Fan Club – the Real Personal Brand Builder?

Internet and the social media has taken it to the next level. Approximately 75 % of the adult internet users are active on different social media sites on Web 2.0 (Kleppinger & Cain, 2015). Personal branding through blogs is a phenomenon that has risen due to social media, and is rapidly growing (Chen, 2013). Today, there is many private persons how try to build their own personal brand in social media. These people run their personal blogs to share all kinds of things that happens in their daily lives (Chau & Xu, 2012). 

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Why do people engage (with brands) on social media?

 I have often asked myself the question why people engage (with brands) on social media. I have a controversy view on social media: I have a Facebook and Instagram account (which I actually only use to see other people’s posts but I barely upload myself) but do not engage on Pinterest, Tumblr, or Twitter. Therefore, when I talk about social media Facebook will be the most common example, even though I am well aware that there are many other options and that there are new social networks that become rising stars. 

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