Using Social Media in Building and Managing Corporate Identity: Study on Real Estate Companies in the Kingdom of Bahrain
Article Metrics Report
Views, downloads, citations, engagementCited by
Current citation countResearch summary
Purpose of the Research: This study aims to understand the use of social media in building and managing corporate identity in Bahraini real estate companies. It will be based on the qualitative approach and aim to reach a deeper understanding of the perceptions adopted by Bahraini real estate companies in developing identity-building strategies and management methods.
Design/Methodology: The study will focus on a sample of Bahraini real estate companies. It will also rely on semi-structured interviews as a data collection tool with managers, decision-makers or public relations managers of these companies.
Results/Findings: Most of the real estate companies (8 out of 11) agreed that traditional media, such as newspapers, radio, and television, were unable to promote the company's services because of its narrow scope. New media should be used to target wider audiences.
Practical Implications/Conclusion: The authors argue that managers should adapt to the new form of communication and take advantage of the power of consumer chatter in these ways and amplify them to influence other consumers. The interviews revealed that the use of the Internet has changed the behavior of consumers, and the marketing methods of products and services, as it created a new marketing environment in these media.
Article History
How to Cite
Gharbi, K. & Al-tamimi, A.. (2020). Using Social Media in Building and Managing Corporate Identity: Study on Real Estate Companies in the Kingdom of Bahrain. Journal of Business and Retail Management Research, Volume 14 Issue 02.
Citation Context
APA
Gharbi, K. & Al-tamimi, A.. (2020). Using Social Media in Building and Managing Corporate Identity: Study on Real Estate Companies in the Kingdom of Bahrain. Journal of Business and Retail Management Research, Volume 14 Issue 02.
MLA
Gharbi, Kamel, and Amina Al-tamimi. "Using Social Media in Building and Managing Corporate Identity: Study on Real Estate Companies in the Kingdom of Bahrain." Journal of Business and Retail Management Research, Volume 14 Issue 02, 2020.
Chicago
Kamel Gharbi and Amina Al-tamimi. "Using Social Media in Building and Managing Corporate Identity: Study on Real Estate Companies in the Kingdom of Bahrain." Journal of Business and Retail Management Research Volume 14 Issue 02 (28 Apr 2020).
Harvard
Gharbi, K. & Al-tamimi, A. (2020) Using Social Media in Building and Managing Corporate Identity: Study on Real Estate Companies in the Kingdom of Bahrain. Journal of Business and Retail Management Research, Volume 14 Issue 02
References
Balmer J. M.T. (2001). Corporate identity, corporate branding and corporate marketing seeing through the fog. European Journal of Marketing 35(3/4): 248-291.
Barnett M., Jermier J. & Lafferty B. (2006). Corporate Reputation: The Definitional Landscape, Corporate Reputation Review, Volume 9, Number 1. PP. 28-38.
Berger, A. A., (2011). Media and Communication Research Methods: An Introduction to Qualitative and Quantitative Approaches. 2nd Edition, p. 138.
Cornelissen, J. P. & Elving, J.L. (2003). Managing corporate identity: an integrative framework of dimensions and determinants. Corporate Communications: An International Journal 8(2): 115.
Doorley J. & Garcia H. (2011). Reputation Management the Key to Success Public Relations and Corporate Communication. New York, Routledge, Second Edition, p. 22-114
Floreddu, P. B. (2014). Managing online reputation: the role of social media, Department of Economics and Business, University of Cagliari, Francesca Cabiddu, PhD, p. 1-23. Retrieved from
http://www.marketingtrendscongress.com/archives/2013/pages/PDF/673.pdf.
Gillin, P. (2007). The new influencers: A marketer’s guide to the new social media. Sanger, CA: Quill Driver Books http://journal.transformativeworks.org/index.php/twc/article/view/35/48 Retrieved 30/11/2019
Goodrich, K. & De Mooij, M. (2014). How ‘social’ are social media? A cross-cultural comparison of online and offline purchase decision influences. Journal of Marketing Communications 20(1-2): 103-116.
Kaplan, A. (2015). Social Media, the Digital Revolution, and the Business of Media. International Journal on Media Management 17(4): 197-199.
Kaplan, A.M. & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons 53; 59-68. Retrieved from
http://www.sciencedirect.com/science/article/pii/S0007681309001232.
Kotler, P. & Keller, K.L. (2012). Marketing Management. New Jersey, USA: Pearson Education. P. 475-476.
Lindlof, T. R.; & Taylor, B. C. (2011). Qualitative Communication Research Methods. 3rd Ed. USA: Sage. p. 8.
Mangold, W. & Faulds, D. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons 52: 357-365. Retrieved from
http://www.sciencedirect.com/science/article/pii/S0007681309000329 23-10-2015 01:15am.
Melewar, T.C. (2008). Facets of Corporate Identity, Communication and Reputation. Routledge, New York.
Olins, O. (2014). Brand New: The Shape of Brands to Come. Thames & Hudson: London.
Stuart, H. (1999). Towards a definitive model of the corporate identity management process, Corporate Communications: An International Journal 4(4): 200-207.
Van Riel, C.B.M. & Fombrun C. J. (2007). Essentials of Corporate Communication: Implementing Practices for Effective Reputation Management. Routledge: London.
Van Riel, B.M. & Balmer, J. M.T. (1997). Corporate identity : the concept, its measurement and management. European Journal of Marketing 31(5/6) : 55-342.
Vollmer, C. & Precourt, G. (2008). Always On : Advertising, Marketing, and Media in an Era of Consumer Control. McGraw Hill : USA.
Zarrella, D. (2010). The Social media Marketing Book, O’Reilly Media: Canada.