Social media marketing, functional branding strategy and intentional branding

The use of e-commerce and its effect on marketing and branding emphasizes how social media and its rapid growth has drastically changed major aspects of business operations. The onset provides descriptions of the advancement of the internet and a consensus of business evolutions to correlate together. Marketing and the differences between functional and intentional branding describe websites such as Facebook by indicating how convenient and useful they are to consumers. Functional branding allows a company to positively effect consumers’ ideas about their image. These social media sites have made it easier to reach millions of people in a matter of days. Intentional branding is the actual design of a brand. This can include a company logo but expands even further to the company’s business operations as well as the overall mission and vision statements. Social media and marketing have become a collaborative arrangement. It has become one of the biggest marketing platforms in the world today.

Reference:

Mohammad Fahmi Al-Zyoud. (2018). Social media marketing, functional branding strategy and intentional branding. Problems and Perspectives in Management, 16(3), 102-116.