This chapter aims to promote brand management through social media in global marketing, thus explaining the theoretical and practical overview of social media, evolving dynamics of brand management, shifts in global marketing dynamics, and brand promotion through social media in global marketing. Social media is a great way to reach a new group of targeted consumers. Social media is utilized as a marketing tool by marketers in creating brand relationship. The integration of social media and brand management is necessary for modern organizations that seek to serve suppliers and customers, increase business performance, strengthen competitiveness, and achieve continuous success in global marketing. The chapter argues that promoting brand management through social media in global marketing has the potential to enhance organizational performance and reach strategic goals in the social media age.
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Advances in information and communications technology (ICT) has brought new challenges and opportunities to the relationship marketing, in which brand communities has received the attention from researchers and businesses (Hudson, Roth, Madden, & Hudson, 2015). Social media based on information technology (IT) enables the combination of competences, capabilities, and knowledge that underpin value co-creation in dynamic relationships with their partners (Srivastava & Gnyawali, 2011). It is essential to understand the ways in which brands can preserve the one-to-one characteristics and intimate relationship qualities offered by social media is essential (Labrecque, 2014).
Marketing the brands through social media becomes the precise, personal, interesting, interactive, and social perspectives (Jothi, Neelamalar, & Prasad, 2011). Sukoco and Wu (2010) indicated two main motivations for customers to join a brand community (i.e., self-related motivation and social-related motivation). Self-related motivation refers to members’ interest to experience enjoyment, gain knowledge regarding a brand, and maintain their self-esteem. Social-related motivation refers to members’ interest to join brand communities to have some affiliation with other members and acquire social status to maintain their collective self-esteem. Through social networks, consumers are entrenched in the dissemination of information. Consumers are brands’ storytellers and the new brand ambassadors (Booth & Matic, 2011).