Journal of Modern Business Administration
Journal of Modern Business Administration. 2024; 4: (1) ; 10.12208/j.jmba.20240008 .
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杭州电子科技大学 浙江杭州
*通讯作者： 王磊,单位：杭州电子科技大学 浙江杭州；
社交媒体在数字化时代对品牌管理至关重要，改变了品牌与消费者互动方式，提供了直接沟通的机会。它重塑了消费者购买决策过程，使口碑营销和用户生成内容成为关键。社交媒体的多样性和技术进步使品牌策略更精细化和个性化。不同平台如Facebook、Twitter、Instagram和LinkedIn各有特点，适合不同品牌策略。社交媒体在提升品牌认知度、管理客户关系、危机管理、决策和营销活动创新等方面发挥关键作用。它还帮助企业实时收集反馈、优化营销策略、提升品牌忠诚度。社交媒体数据对品牌管理决策具有重要价值，有助于精准定位市场、优化营销活动、提升品牌价值，并应对国际化战略中的挑战。
Social media is crucial to brand management in the digital age, changing the way brands interact with consumers and providing opportunities for direct communication. It has reshaped the consumer purchase decision process, making word-of-mouth marketing and user-generated content key. The diversity and technological advances of social media have made brand strategies more refined and personalized. Different platforms such as Facebook, Twitter, Instagram and LinkedIn have their own characteristics and are suitable for different brand strategies. Social media plays a key role in improving brand awareness, managing customer relationships, crisis management, decision-making and marketing campaign innovation. It also helps companies collect feedback in real time, optimize marketing strategies, and enhance brand loyalty. Social media data is of great value to brand management decisions, helping to accurately position the market, optimize marketing activities, enhance brand value, and meet the challenges of internationalization strategies.
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