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The University of Tennessee, Knoxville

Brand Buzz in the Echoverse

Kelly Hewett, Associate Professor Haslam College of Business Administration - Marketing

Social media have created a reverberating “echoverse” for brand communication, forming complex feedback loops (“echoes”) between the “universe” of corporate communications, news media, and user-generated social media. In this presentation, Dr. Kelly Hewett will present the results of a study that aimed to understand these feedback loops using a comprehensive dataset including corporate communications, news stories, social media word of mouth, and business outcomes. She will describe how the nature of brand communications has been transformed by online technology as corporate communications move increasingly from one-to-many (e.g., advertising) to one-to-one (e.g., Twitter) while consumer word-of-mouth moves from one-to-one (e.g., conversations) to one-to-many (e.g., social media). Effective company strategies for managing this complex environment include the increased use of social media (e.g., Twitter) for personalized customer responses; although there is still a role for traditional brand communications, e.g., press releases and advertising.​