CHAPTER 7

Source 5: Relational Social Media Brand

The 5-Sources Model concludes with a discussion of the relational social media brand. Customers are engaged in personalized brand communications through interactivity and cocreation.

Relational-Source

What is the role of the brand in defining collective relationships?

In this context, personalized communication means a “human touch,” which appears to be an important dimension of the relational aspect of consumption. Simply speaking, customers do not want to interact with a faceless organization. They would like to know the real people behind your brand. The customers’ direct discourse with a brand and their cocreation activities form a bridge at the level of relational bonds. In this light ...

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