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.


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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