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2016 | OriginalPaper | Buchkapitel

Friend or Foe? A Small Business Success Story of Collaborating with Competitors Using Social Media

verfasst von : Hulda G. Black, Leslie H. Vincent

Erschienen in: Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era

Verlag: Springer International Publishing

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Abstract

The purpose of this paper is to share the social media success story of Lexington Beerworks, a craft beer taproom located in Lexington, KY. As the paper will delineate, Lexington Beerworks’ success stems from some conventional social media usage similar to Blakeman and Brown’s (Bull Am Soc Inf Sci Technol 37(1):47–50, 2010) recommendation; however, a great deal of Lexington Beerworks’ social media success is a result of unconventional use of social media, particularly its collaboration with its main competitors.

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Vorheriges Kapitel Make Brand Love, Not War: The Power of Combining Explicit and Implicit Brand Attitude Measurement to Detect Brand Affection

Nächstes Kapitel Brands Can Make Consumers Happy! Developement of a Scale to Measure Brand Happiness

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Titel: Friend or Foe? A Small Business Success Story of Collaborating with Competitors Using Social Media
verfasst von: Hulda G. Black
Leslie H. Vincent
Verlag: Springer International Publishing
Buch: Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era
Print ISBN: 978-3-319-11814-7

Electronic ISBN: 978-3-319-11815-4

Copyright-Jahr: 2016
DOI: https://doi.org/10.1007/978-3-319-11815-4_99