A New Customer Brand Engagement Framework in Social Media: The Case of Beauti Portugal SEM Healthcare

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Author(s): Amélia Maria Pinto da Cunha Brandão (Faculdade de Economia, Universidade do Porto, Portugal), André Filipe Rei Lopes (Faculdade de Economia, Universidade do Porto, Portugal)and Paula Rodrigues (Lusíada University of Porto, Portugal)
Copyright: 2021
Pages: 23
Source title: New Techniques for Brand Management in the Healthcare Sector
Source Author(s)/Editor(s): Ana Pinto Borges (European Business School and Research Group, ISAG (NIDISAG), Portugal)and Paula Rodrigues (Lusíada University of Porto, Portugal)
DOI: 10.4018/978-1-7998-3034-4.ch010

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

Brand researchers and practitioners acknowledge that brands have the power to create emotional relationships between customers and enterprises. Moreover, it is known that brands can sometimes reflect the strategic vision of a firm. The aim of this chapter is to capture the creation of an identity for a new brand and to create a framework to better manage customer brand engagement in social media. To the best of this author's knowledge, this research creates a new framework that allows managers better handling their social media strategy regarding engagement. This study contributes to the lack of studies regarding brand management in SMEs, found by Krake, Wong and Merrilees, and Merrilees, and more particularly, it addresses Ojasalo et al.'s gap regarding the few literature research about brand management in SMEs. Moreover, it provides some understanding of customer brand engagement evidenced through social media, which, according to Wallace et al., continues to present challenges.

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A New Customer Brand Engagement Framework in Social Media: The Case of Beauti Portugal SEM Healthcare

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