Western Union Transfers Customer Passion to Brand Affinity
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Business Breaking News: Want to Compete with Big Brands? Get Social
When it comes to branding, social media is giving small businesses the chance to compete with the big guys, new research finds.
The rise in social media's popularity has changed the way consumers learn about businesses and products, by giving them the opportunity to discover more from one another, according to a study published recently in the journal Business Horizons.
In the past, large businesses were able to flex their branding muscle by pouring money into advertising designed to increase customer awareness and build a positive reputation. Today, however, social media has increased consumers' power, allowing them to interact with one another and skip the established marketing channels, thus diminishing large businesses' stronghold on the market.
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