Social Media Archives - Dr Rodrigo Perez Vega - Digital Marketing, Technology & Entrepreneurship

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Uncovering online brand communities

Marimar Portilla (@mapoir) is a digital marketing and design consultant. Her experience highlights the development of commercial brands, publicity, public relations and the implementation of social media marketing. Currently, her research focuses on consumer...

A guide to social influence marketing in online environments

Blog, Digital Marketing, Social Media

Dr Rodrigo Perez-Vega (@rpvega) is a Lecturer in Digital Marketing at Henley Business School. His research focuses on how to make branded social media presence more engaging for customers. He has consulted companies on digital marketing and social media strategy in...

Consumer engagement as a key performance metric in social media

Blog, Digital Marketing, Social Media

The concept of consumer engagement is used in advertising and among marketing practitioners, ranking consumer engagement as one of the top priorities of online marketing activities (eMarketer, 2013; Calder, Malthouse, & Schaedel, 2009). More recently, consumer...

Challenges associated with the management of Facebook fan pages

Blog, Digital Marketing, Social Media

A challenge associated with the use of fan pages by a brand is to elicit engagement behaviours towards it, by attracting people’s attention and enticing them to take that first step and interact by clicking on branded content. This latter behaviour of clicking...