Emerging Research and Opportunities Ekhlassi, Amir. creator author Niknejhad Moghadam, Mahdi. author Adibi, Amir Mohammad. author text Electronic books. xx 2018 monographic eng 1 online resource (198 pages) To survive in today's competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Social media is a useful tool for developing the relationships between businesses and consumers. Building Brand Identity in the Age of Social Media: Emerging Research and Opportunities is a critical scholarly resource that examines the media consumption and habits of consumers to evaluate the challenges of brand building. Featuring coverage on a broad range of topics such as brand identity, brand loyalty, and social media branding, this book is geared towards marketing professionals, business managers, and individuals interested in how social media fits into today's marketing environments. Title Page -- Copyright Page -- Book Series -- Dedication -- Table of Contents -- Preface -- Chapter 1: The Concept of Brand Identity -- Chapter 2: The Concept of Social Media -- Chapter 3: Managing Brands Through Social Media -- Chapter 4: Social Media Branding Strategy -- Chapter 5: Branded Content on Social Media -- Chapter 6: The Role of Social Media in Special Types of Brand Building -- Chapter 7: The Impact of Social Media on Brand Loyalty -- Related Readings -- Index. Amir Ekhlassi, Mahdi Niknejhad Moghadam, and Amir Mohammad Adibi. Brand name products Branding (Marketing) Internet marketing Advertising-Brand name products Social media HD69.B7 E445 2018 658.872 Ekhlassi, Amir Hershey : IGI Global,c2018 9781522551447 https://login.ezproxy.pucpr.edu/login?url=https://ebookcentral.proquest.com/lib/pucpr-ebooks/detail.action?docID=5210809 https://ebookcentral.proquest.com/lib/pucpr-ebooks/detail.action?docID=5210809 https://login.ezproxy.pucpr.edu/login?url=https://ebookcentral.proquest.com/lib/pucpr-ebooks/detail.action?docID=5210809 https://ebookcentral.proquest.com/lib/pucpr-ebooks/detail.action?docID=5210809 MiAaPQ 211129 20220119153728.0 EBC5210809 eng