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Social Entrepreneurship, Smart Brands, and Epic Social Learning Networks: Content, Community, and Communication

Social Entrepreneurship, Smart Brands, and Epic Social Learning Networks: Content, Community, and Communication
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Author(s): Stavroula Kalogeras (School of Business, University of Plymouth, UK)
Copyright: 2021
Pages: 15
Source title: Analyzing Global Social Media Consumption
Source Author(s)/Editor(s): Patrick Kanyi Wamuyu (United States International University – Africa, Kenya)
DOI: 10.4018/978-1-7998-4718-2.ch001

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Abstract

This study explores how brand cultures can become learning communities and highlights how social networking sites can emerge as social learning platforms by way of content, conversations, and community. The purpose of this chapter is to examine the concept of learning content in online social learning networks that are initiated by a commercial enterprise to provide a competitive advantage while at the same time providing social good. The proposed framework builds a bridge between the organization and the consumer, takes into account Generation Z, and looks at self-development and knowledge consumption as the key benefit. The work considers transmedia storytelling which has emerged in marketing to expand the brand story. The concept of transmedia learning networks and brand-consumer value-competitiveness model is proposed to show the value proposition of knowledge consumption. The work embraces learning communities, introduces the theory of conversationisim, and encourages participation and conversation on a global scale.

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