Social media for brand image manipulation: an automotive industry applied approach

Vagianos, Dimitrios

doi:10.5604/01.3001.0054.4269

Artykuł - szczegóły

Tytuł artykułu

Social media for brand image manipulation: an automotive industry applied approach

Autorzy

Vagianos Dimitrios

Treść / Zawartość

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Identyfikatory

DOI

10.5604/01.3001.0054.4269

Warianty tytułu

Manipulacja wizerunkiem marki poprzez media społecznościowe – praktyczne podejście przemysłu samochodowego

Języki publikacji

Abstrakty

The paper illustrates how social media marketing and analytics can assist businesses in achieving branding objectives by increasing their social media impact through advertising, getting social, using appropriate keywords, and creating effective and interactive communication channels with their intended audience. The multifaceted influence of social media postings is demonstrated by leveraging the Toyota Motor Corporation example. An explanation of how defamatory incidents have impacted the company's social media atmospheric image is also included. Evidence of how negative intervals of social media presence could have been intelligently reversed through efficient content infusions is presented. Among numerous instruments allowing for analysis of marketing strategy results, "Social Mention", "Talkwalker" and "Mentiolytics" were selected in order to demonstrate the efficiency and utility of social media monitoring methods using freely available tools. In this study, Toyota’s social media marketing strategy is highlighted by presenting measurements of variables such as the reach, strength, passion and sentiment of the brand over randomly selected time windows, demonstrating the dynamically evolving field of social media monitoring techniques.

Artykuł przedstawia, w jaki sposób social media marketing i analityka mogą wspomóc branże w osiągnięciu celów kreowania marki przez zwiększenie wpływu ich mediów społecznościowych z pomocą reklam, relacji ze swoją społecznością, używania właściwych słów kluczowych oraz kreowania skutecznych i interaktywnych kanałów komunikacji z potencjalnymi użytkownikami. Wieloaspektowy wpływ postów w mediach społecznościowych został zademonstrowany na przykładzie Toyota Motor Company wraz z negatywnymi przypadkami, które miały wpływ na wizerunek firmy. Zaprezentowano także dowody na to, jak przerywanie obecności w mediach społecznościowych może zostać mądrze odwrócone poprzez wydajną infuzję treści. Do analizy rezultatów strategii marketingowych spośród wielu narzędzi wybrano "Social Mention", "Talkwalker" i "Mentiolytics", w celu ukazania efektywności i użyteczności metod monitorowania mediów społecznościowych, przy użyciu dostępnych przyborów. Strategia social media marketing Toyoty została wyróżniona w tym badaniu przez przedstawienie pomiarów zmiennych, takich jak zasięg, siła, pasja i sentyment marki na podstawie losowo wybranych okresów, z demonstracją dynamiki ewolucji technik monitoringu mediów społecznościowych.

Słowa kluczowe

social media marketing social media analytics social media monitoring social media metrics sentiment analysis marketing strategy Toyota

marketing mediów społecznościowych analityka mediów społecznościowych monitoring mediów społecznościowych metryka mediów społecznościowych analiza opinii strategia marketingowa Toyota

Wydawca

Wydawnictwo Akademii Wojsk Lądowych imienia generała Tadeusza Kościuszki

Czasopismo

Scientific Journal of the Military University of Land Forces

Rocznik

2024

Tom

Vol. 56, No. 1(211)

Strony

97--121

Opis fizyczny

Bibliogr. 41 poz., rys.

Twórcy

autor

Vagianos Dimitrios

vagianos@uom.edu.gr

Laboratory Teaching Personnel, Department of International and European Studies, University of Macedonia, Thessaloniki, Greece

https://orcid.org/0000-0001-6932-1513

Bibliografia

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Bibliografia

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