Members of the Millennial Generation ('millennials') are firmly attached to their smart phones and engrossed in social media. They frequently post tweet and images about the merchandise they like and buy. Consequently, established consumer brands unable to master the usage of other social media and Twitter will likely lose their capability to communicate with this generation.
This article reports findings from a study of millennials' Twitter use and presents the concept of brand entification as the following evolutionary phase of brand style made possible by this social media. Brand entification refers to a distinct mental and cognitive attachment between heavy-Twitter-using the brands and millennials they enjoy, and to a unique set of attributions they make toward the brand. Herein, we clarify the nature of brand entification, describe the way that it emerges, and distill some essential lessons for brand managers interested in reaching Twitter-using millennials.
This is just an excerpt. This case is about COMMUNICATION
PUBLICATION DATE: May 15, 2015 PRODUCT #: BH675-HCB-ENG
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