How Brands Can Create Social Currency
Markus Zinnbauer and Tobias Honer, July 2011
The impact of web-based consumer interaction on brand performance is not integrated within traditional brand equity measurement. To fill this gap, we introduce the concept of social currency that measures the positive brand impact from the presence in web-based social networks and communities. Beyond representative empirical findings from two consumer studies, practical insights and case examples outline how companies have successfully generated and nurtured social currency for their brands.
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- Social Currency