Mount, MP and Garcia Martinez,, M (2014) Rejuvenating a Brand Through Social Media. MIT Sloan Management Review, 55 (4). 13 - 16. ISSN 1532-9194
Abstract
The article discusses how firms can use social media to reinvigorate a brand by describing how food company Nestlé UK used social media to market its Kit Kat chocolate bars to 18- to 24-year-olds. Nestlé used the Facebook Website to let consumers vote on new Kit Kat flavors under consideration. The process served to raise brand engagement among customers.
Metadata
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| Institution: | The University of Leeds |
| Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Management Division (LUBS) (Leeds) |
| Depositing User: | Symplectic Publications |
| Date Deposited: | 13 Aug 2015 09:03 |
| Last Modified: | 03 Nov 2016 02:01 |
| Published Version: | http://sloanreview.mit.edu/article/rejuvenating-a-... |
| Status: | Published |
| Publisher: | Sloan Management Review Association |
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