BRAND COLLABORATIVE MANAGEMENT IN ONLINE SOCIAL NETWORKINGS DOI: 10.5585/remark.v8i2.2133

Starting on the concept of collaborative or cooperative learning (educational process based on the collective work, on sharing information and in the interdependence of the group members), this article discusses the proposal of collaborative brand management in online social networking. In the colla...

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Detalles Bibliográficos
Autores: Reis, Clóvis, Zucco, Fabrícia Durieux, Dambrós, Joana
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2010
País:Brasil
Institución:Universidade Nove de Julho (UNINOVE)
Repositorio:REMark - Revista Brasileira de Marketing
Idioma:portugués
OAI Identifier:oai:https://periodicos.uninove.br:article/12589
Acceso en línea:https://periodicos.uninove.br/remark/article/view/12589
Access Level:acceso abierto
Palabra clave:Advertising; Brand; Collaborative Management; Internet; Online Social Networking.
Descripción
Sumario:Starting on the concept of collaborative or cooperative learning (educational process based on the collective work, on sharing information and in the interdependence of the group members), this article discusses the proposal of collaborative brand management in online social networking. In the collaborative management, the corporate communication strategy evolves from the one to many model to the many to many model, in a horizontal line of action and in a two-way direction.

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