Abstract:

Social networks are more than a trendy feature or a passing phenomenon but may well change human experience in all respects. How social networks are changing the relationship between brands and consumers, and how prepared brands are to face the forthcoming challenge is addressed in this presentation. Consumers now experience a level of power that goes far beyond that experienced in the past. Social networks highlight that consumers own brands. Brand's behavior in social media is reviewed with experience-based empirical research for new media focused social networks.