Branding and control in markets as mediated conversations
Keywords:
brand;, control;, social media;, mediated conversationsAbstract
Purpose of the paper: To reframe the issue of brand control in the age of ubiquitous social media
Methodology: Conceptual paper (case as illustrative example)
Results: Proposal of a new perspective on brand control in social media based on dual rationalities
Limits: Preliminary conceptual study; the next steps in the research program require extensive and diverse empirical testing
Practical implications: The proposal also includes a new methodological and managerial framework, consistent with the new perspective on brand control
Originality: Original new conceptual and methodological approach to brand control in social media
References
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FAIRHURST G.T. (2008), “Discursive Leadership. A Communication Alternative to Leadership Psychology”, Management Communication Quarterly, vol. 21, n. 4, pp. 510-521.
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PAPPU R., QUESTER P.G., COOKSEY R.W. (2006), “Consumer-based brand equity and country-of-origin relationships”, European Journal of Marketing, vol. 40, n. 5-6.
PAYNE A., STORBACKA K., FROW P., KNOX S. (2009), “Co-creating brands: Diagnosing and designing the relationship experience”, Journal of Business Research, n. 62, pp. 379-389.
POWELL W., DI MAGGIO P. (1991), “The New Institutionalism in Organizational Analysis”, The University of Chicago Press, Chicago, IL.
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SCHAU H.J., MUNIZ A.M., ARNOULD E.J. (2009), “How brand community practices create value”, Journal of Marketing, vol. 73, n. 5, pp. 30-51.
SCHEMBRI S. (2009), “Reframing brand experience: The experiential meaning of Harley-Davidson”, Journal of Business Research, n. 6, pp. 1299-1310.
SHAPIRO C., VARÍAN H. (1998), Information Rules: A Strategic Guide to the Network Econom, Cambridge, MA: Harvard Business School Press.
SOMERS M.R. (1994), “The Narrative Constitution of Identity: A Relational and Network Approach”, Theory and Society, vol. 23 (Oct), n. 4, pp. 605-649.
STREATFIELD P.J. (2001.), The Paradox of Control in Organizations, London, England, Routledge.
SUCHMAN M.C. (1995), “Managing Legitimacy: Strategic and Institutional Approaches”, Academy of Management Review, vol. 20, n. 3, pp. 571-610.
TAYLOR J.R., COOREN F., GIROUX N., ROBICHAUD D. (1996), “The Communicational Basis of Organization: Between the Conversation and the Text”, Communication Theory, vol. 6, n. 1, pp. 1-39.
TAYLOR J.R. (1999), “The other side of rationality”, Management Communication Quarterly, vol. 13, n. 2, pp. 317.
TAYLOR J.R., VAN EVERY E.J. (2000), “The Emergent Organization: Communication as Site and Surface”, Lawrence Erlbaum Associates, Hillsdale, NJ.
TAYLOR J.R., ROBICHAUD D. (2004), “Finding the organization in the communication: Discourse as action and sensemaking”, Organization, vol. 11, n. 3, pp. 395-413.
TAYLOR J.R. (2001), “The rational organization re-evaluated”, Communication Theory, vol. 11, n. 2, pp. 137-177.
THOMPSON J. (2000), “The Dual Potentialities of Performance Measurement”, Public Productivity & Management Review, vol. 23 (Mar), n. 3, pp. 267-281.
VARGO S., LUSCH (2004), “Evolving to new dominant logic in Marketing”, Journal of Marketing, n. 68.
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WEICK K.E. (1995), Sensemaking in organizations, Sage, Thousand Oaks, CA.
WEICK K. (2009), Making Sense of the Organization: The Impermanent Organization, John Wiley & Sons, Hoboken, NJ, Hoboken.
WEICK K. (1969), The Social Psychology of Organizing. Addison-Wesley Publishing Company, Massachusetts.
WILLIAMSON O. (1975), Markets and hierarchies, Free Press, New York.
WILSON D.C., JARZABKOWSKI P. (2004), “Thinking and acting strategically: New challenges for interrogating strategy”, European Management Review, vol. 1, pp. 14-20.
BERNOFF J., LI C. GROUNDSWELL (2008), Winning in a World Transformed by Social technologies, Forrester research, Inc, Cambridge MA, United States.
BONABEAU, E. (2009) “Decisions 2.0: the power of collective intelligence”, MIT Sloan Management Review, pp. 45-52.
BRODIE R.J., DE CHERNATONY L. (2009) “Towards new conceptualizations of branding: theories of the middle range”, Marketing Theory, n. 9, pp. 95-100.
CHRISTODOULIDES G., DE CHERNATONY L., FURRER O., SHIU E., ABIMBOLA T. (2006), “Conceptualising and Measuring the Equity of Online Brands”, Journal of Marketing Management, n. 22.
COOREN F., TAYLOR J.R. (1997), “Organization as an Effect of Mediation. Redefining the link between Organization and Communication”, Communication Theory, n. 7, pp. 219-260.
COOREN F. (2004), “The communicative achievement of collective minding: Analysis of board meeting excerpts”, Management Communication Quarterly, vol. 17, n. 4, pp. 517-551.
COOREN F., TAYLOR J.R., VAN EVERY E.J. (2006), Communication as Organizing, Erlbaum, Mahwah.
COVA B., COVA V. (2001), “Tribal aspects of postmodern consumption: the case of French in-line roller skaters”, Journal of Consumer Behavior, n. 1, pp. 67-76.
COVA B., PARANQUE B. (2010), “When Brand Community and Brand Valuation Collide: a Case Study”, Paper presented to Thought Leaders in Brand Management Conference, Lugano.
CZARNIAWSKA B. (1997), “Narrating the Organization: Dramas of Institutional Identity”, Chicago University Press.
CZARNIAWSKA-JOERGES B., JOERGES B. (1988), “How to Control Things with Words”, Organizational Talk and Control Management Communication Quarterly, n. 2.
CZARNIAWSKA B. (2004), Narratives in Social Science Research, Sage Publications London.
DE CHERNATONY L. (2009), “Towards the holy grail of defining ‘brand’”, Marketing Theory, vol. 9, n. 1.
FAIRHURST G.T. (2008), “Discursive Leadership. A Communication Alternative to Leadership Psychology”, Management Communication Quarterly, vol. 21, n. 4, pp. 510-521.
GRANOVETTER M. (1985), “Economic action and social structure: The problem of embeddedness”, American Journal of Sociology, vol. 91, pp. 481-510.
GRÖNROOS, C. (2000), Service Management and Marketing. A Customer Relationship Approach, 2nd ed. Wiley, Chichester.
GRÖNROOS C. (2007), Service Management and Marketing, (3rd Ed.), Wiley.
HIBBARD C. (2010), “How IBM Uses Social Media to Spur Employee Innovation”, Social Media Examiner online Magazine, February.
http://www.socialmediaexaminer.com/how-ibm-usessocial-media-to-spur-employee-innovation/
HOLBROOK M.B. (1987), “What is consumer research?”, Journal of Consumer Research, n. 14, pp. 128-32.
JENSEN K. B. (1988), “When Is Meaning? Communication Theory. Pragmatism, and Mass Media Reception”, CommunicationYearbook, n. 14, pp. 3-32.
KOZINETS R.V., DE VALCK K., WOJNICKI A.C. (2010), “Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities”, Journal of Marketing, vol. 74, n. 2, pp. 71-89.
LANE D., MAXFIELD R. (2005), “Ontological uncertainty and innovation”, Journal of Evolutionary Economics, vol. 15, pp. 3-50.
LEVINE R., LOCKE C., SEARLS D., WEINBERGER D. (2000), The Cluetrain Manifesto, The End of Business as Usual, Cambridge, MA, Perseus Books.
LOASBY B.J. (2000), “Market institutions and economic evolution”, Journal of Evolutionary Economics, n. 10, pp. 297-309.
LUHMANN N. (1995), Social Systems, Stanford University of Chicago Press, Chicago.
MAINES D.R. (1997), “Interactionism and practice”, Applied Behavioral Science Review, n. 5, pp. 1-8.
MANDELLI A. (2005), “Banners, e-mail, advertainment and sponsored search: proposing a value perspective for online advertising”, International Journal of Internet Marketing and Advertising, vol. 2 , n. 1, 2.
MANDELLI A. (2008), “Consumer Involvement in Organizations in the “organization as communication” Perspective”, Multidisciplinary Research Agenda. OBS Journal, n. 6, pp. 111-119.
MANDELLI A., ACCOTO C., MARI A. (2010), “Social Media Metrics: Practices of Measuring Brand equity and Reputation in Online Social Collectives”, Proceedings of the 6th International Conference: Thought Leaders in Brand Management, Lugano.
MANDELLI A., ACCOTO C. (2012), Social Mobile Marketing, Egea, Milan.
MANDELLI A. (2005), “Banners, e-mail, advertainment and sponsored search: proposing a value perspective for online advertising”, International Journal of Internet Marketing and Advertising, vol. 2, n. 1, 2, pp. 92-108.
MINTZBERG H. (1973), The Nature of Managerial Work, Harpercollins College.
NEUMAN R. (1991), The Future of the Mass Audience, Cambridge University Press, Cambridge.
NEUMAN R. (1992), Common Knowledge, University of Chicago Press, Chicago.
NORTH D. (2005), “Understanding the Process of Economic Change” Princeton University Press, Princeton, NJ and Oxford, 2005.
PAPPU R., QUESTER P.G., COOKSEY R.W. (2006), “Consumer-based brand equity and country-of-origin relationships”, European Journal of Marketing, vol. 40, n. 5-6.
PAYNE A., STORBACKA K., FROW P., KNOX S. (2009), “Co-creating brands: Diagnosing and designing the relationship experience”, Journal of Business Research, n. 62, pp. 379-389.
POWELL W., DI MAGGIO P. (1991), “The New Institutionalism in Organizational Analysis”, The University of Chicago Press, Chicago, IL.
ROSA J.A., PORAC J.F., RUNSER-SPANJOL J., SAXON M.S. (1999), “Sociocognitive dynamics in a product market”, Journal of Marketing; n. 63, pp. 64-77.
RUST R.T., LEMON K.N., ZEITHAML V.A. (2004), “Return on Marketing: Using Customer Equity to Focus Marketing Strategy”, Journal of Marketing, n. 68 (Jan), pp. 109-127.
SCHAU H.J., MUNIZ A.M., ARNOULD E.J. (2009), “How brand community practices create value”, Journal of Marketing, vol. 73, n. 5, pp. 30-51.
SCHEMBRI S. (2009), “Reframing brand experience: The experiential meaning of Harley-Davidson”, Journal of Business Research, n. 6, pp. 1299-1310.
SHAPIRO C., VARÍAN H. (1998), Information Rules: A Strategic Guide to the Network Econom, Cambridge, MA: Harvard Business School Press.
SOMERS M.R. (1994), “The Narrative Constitution of Identity: A Relational and Network Approach”, Theory and Society, vol. 23 (Oct), n. 4, pp. 605-649.
STREATFIELD P.J. (2001.), The Paradox of Control in Organizations, London, England, Routledge.
SUCHMAN M.C. (1995), “Managing Legitimacy: Strategic and Institutional Approaches”, Academy of Management Review, vol. 20, n. 3, pp. 571-610.
TAYLOR J.R., COOREN F., GIROUX N., ROBICHAUD D. (1996), “The Communicational Basis of Organization: Between the Conversation and the Text”, Communication Theory, vol. 6, n. 1, pp. 1-39.
TAYLOR J.R. (1999), “The other side of rationality”, Management Communication Quarterly, vol. 13, n. 2, pp. 317.
TAYLOR J.R., VAN EVERY E.J. (2000), “The Emergent Organization: Communication as Site and Surface”, Lawrence Erlbaum Associates, Hillsdale, NJ.
TAYLOR J.R., ROBICHAUD D. (2004), “Finding the organization in the communication: Discourse as action and sensemaking”, Organization, vol. 11, n. 3, pp. 395-413.
TAYLOR J.R. (2001), “The rational organization re-evaluated”, Communication Theory, vol. 11, n. 2, pp. 137-177.
THOMPSON J. (2000), “The Dual Potentialities of Performance Measurement”, Public Productivity & Management Review, vol. 23 (Mar), n. 3, pp. 267-281.
VARGO S., LUSCH (2004), “Evolving to new dominant logic in Marketing”, Journal of Marketing, n. 68.
VENKATESH S.A. (1999), “Postmodernism Perspectives for Macromarketing: An Inquiry into the Global Information and Sign Economy”, Journal of MacroMarketing, vol. 19, n. 2, pp. 153-169.
WEBER L. (2009), Marketing to the Social Web: How Digital Customer Communities Build Your Business, John Wiley & Sons, Hoboken, NJ.
WEICK K.E. (1995), Sensemaking in organizations, Sage, Thousand Oaks, CA.
WEICK K. (2009), Making Sense of the Organization: The Impermanent Organization, John Wiley & Sons, Hoboken, NJ, Hoboken.
WEICK K. (1969), The Social Psychology of Organizing. Addison-Wesley Publishing Company, Massachusetts.
WILLIAMSON O. (1975), Markets and hierarchies, Free Press, New York.
WILSON D.C., JARZABKOWSKI P. (2004), “Thinking and acting strategically: New challenges for interrogating strategy”, European Management Review, vol. 1, pp. 14-20.
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Published
2020-03-26
