Rejuvenating a Brand Through Social Media

Mount, Matthew P., Garcia Martinez, Marian (2014) Rejuvenating a Brand Through Social Media. MIT Sloan Management Review, 55 (4). pp. 14-16. ISSN 1532-9194. (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:41760)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided.

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.

Item Type:	Article
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Divisions > Kent Business School - Division > Department of Marketing, Entrepreneurship and International Business
Depositing User:	Marian Garcia
Date Deposited:	15 Jul 2014 09:17 UTC
Last Modified:	05 Nov 2024 10:26 UTC
Resource URI:	https://kar.kent.ac.uk/id/eprint/41760 (The current URI for this page, for reference purposes)

University of Kent Author Information

Mount, Matthew P..

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Garcia Martinez, Marian.

Creator's ORCID:	https://orcid.org/0000-0003-2689-2417
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