• Employee brand engagement-taliem-ir

    Employee brand engagement on social media: Managing optimism and commonality


    This article considers how employees engage with B2B firms on social media, a topic that is largely overlooked in the extant brand engagement literature. Using the results from a large-scale study of employee brand engagement on social media, two key drivers of employee brand engagement are  identified using thecontent analysis tool DICTION–—namely, optimism and commonality. Employees of top-ranked and -rated firms express higher levels of optimism and commonality in their reviews of their employers on social media than do their counterparts in bottom-ranked and -rated firms. This permits the construction of a 2  2 matrix that allows managers to diagnose strategies for increasing or improving employee brand engagement. This creates four different kinds of employee brand  engagementsituations, and offers human resources and marketing managers different strategies in each case. We demonstrate how practitioners and scholars can shed new light on the way stakeholders engage with brands.

  • Online Branding-taliem-ir

    Online Branding and the B2B Context


    The chapter discusses online branding in the business-to-business domain and the benefits it offers to B2B actors. Online branding is a tool to interact and communicate with existing and potential  customers. The authors also present content marketing as a marketing effort available to B2B marketers, as well as the nature of digital relationships in social media. The reader learns the importance of branding the company through digital channels and those benefits that can be reached through such actions. The digital tools presented in the chapter relate to social media, for example, Twitter, Facebook, LinkedIn, YouTube, blogs, search engine optimization, and paid advertising. These tools are discussed in detail, both related to their benefits and pitfalls.