Research paper - Brand engagement through participatory media

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This research paper (2006) examines the influence that participatory media such as blogs, online social networks and virtual worlds can have on the effectiveness of an organisation’s branding …

This research paper (2006) examines the influence that participatory media such as blogs, online social networks and virtual worlds can have on the effectiveness of an organisation’s branding strategies. It considers the history and suitability of the web for participation and the relevance of participatory media for branding, particularly in a highly competitive and media-fragmented environment. It explores the shifts in consumer behaviour, technology and the growth of online communities that are driving the changes to a ‘participatory culture’.

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