Entifying your brand among Twitter-using millennials
Entifying your brand among Twitter-using millennials
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在使用 Twitter 的千禧一代中巩固您的品牌
DOI：
10.1016/j.bushor.2015.01.010
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发表时间：
2015
影响因子：
7.4
通讯作者：
Rajendran Sriramachandramurthy
中科院分区：
文献类型：
--
作者：
Hemant C. Sashittal;Monica A. Hodis;Rajendran Sriramachandramurthy
千禧一代（“millennial Generation”）的成员对他们的智能手机有着强烈的依恋，并全神贯注于社交媒体。他们经常发布图片和推文，介绍他们喜欢和购买的产品。因此，无法掌握Twitter和其他社交媒体使用的老牌消费品牌可能会失去与这一代人沟通的能力。本文报告了一项对千禧一代Twitter使用情况的研究结果，并提出了品牌识别的概念，这是品牌个性的下一个演变阶段。品牌认同是指频繁使用Twitter的千禧一代与他们喜欢的品牌之间的独特情感和认知依恋，以及他们对品牌的独特归因。在这里，我们解释了品牌识别的本质，描述了它是如何出现的，并为有兴趣接触使用Twitter的千禧一代的品牌经理提取了一些关键的经验教训。
Members of the Millennial Generation (‘millennials’) are strongly attached to their smartphones and engrossed in social media. They frequently post pictures and tweet about the products they like and buy. Consequently, established consumer brands unable to master the use of Twitter and other social media are likely to lose their ability to communicate with this generation. This article reports findings from a study of millennials’ Twitter usage and presents the concept of brand entification as the next evolutionary stage of brand personality made possible by this social media. Brand entification refers to a distinct emotional and cognitive attachment between heavy-Twitter-using millennials and the brands they like, and to a unique set of attributions they make toward the brand. Herein, we explain the nature of brand entification, describe how it emerges, and distill some key lessons for brand managers interested in reaching Twitter-using millennials.