Open Access
Subscription or Fee Access
Total views : 755
Brand Building in the Era of Mobility and Emergence of 'New Imagined Communities': A Conceptual Analysis
Abstract
This is a conceptual paper and is an attempt to explore the transitional effect of brand building in the new era of mobiles and the Internet. Transition and mobility have been the laws of nature and have been witnessed from time immemorial. However, the current and future generations are going to witness a transformation which redefines the idea of space and geographical territory. The prime mover of this transformation will be new media. To understand this transition well and to be in sync with the nuances of mobility will be crucial to organizational success in the 21st century. In this paper, we have discussed how organizations can form brand communities on the lines of Benedict Anderson's 'Imagined Communities'. The paper also highlights the fact that the phenomenon of mobility seen today is not just a consequence of an information explosion, but is also a result of the nature of new media (the Internet and mobile) and its impact on social constructs.
Keywords
Communities, Imagined Community, Mobility, Brand, New Media, Internet, Mobile, Emerging Market, Convergence
Paper Submission Date : February 3, 2013 ; Paper sent back for Revision : July 2, 2013 ; Paper Acceptance Date : August 29, 2013
References
- Anderson, B. (1983). Imagined communities (pp. 1-46 & pp. 187 206). London: Verso.
- Gruzd, A., Wellman, B., & Takhteyev, Y. (2011). Imagining Twitter as an imagined community. American Behavioral Scientist, 55 (10), 1294-1318. DOI: 10.1177/0002764211409378
- Harrison, T. M. (2011). The evolving medium is the message: McLuhan, medium theory, and cognitive neuroscience. Paper presented at the Annual Meeting of the International Communication Association, TBA: Boston. Retrieved from http://www.allacademic.com/meta/p489123_index.html
- ITU World Telecommunication (2011). The world in 2011: ICT facts and figures. Retrieved from http://www.itu.int/ITU-D/ict/facts/2011/material/ICTFactsFigures2011.pdf
- McLuhan, M. (1964). Understanding media - The extensions of man. Retrieved from http://beforebefore.net/80f/s11/media/mcluhan.pdf
- Meyrowitz, J. (1996). Taking McLuhan and 'medium theory' seriously: Technological change and the evolution of education. In S. T. Kerr (Ed.). Technology and the future of schooling: Ninety-fifth yearbook of the National Society for the Study of Education (Part II, pp. 73 - 110). Chicago: University of Chicago Press.
- Prensky, M. (2001). Digital natives, digital immigrants. Retrieved from http://www.marcprensky.com/writing/Prensky%20-%20Digital%20Natives,%20Digital%20Immigrants%20-%20Part1.pdf
- Sengupta, D. (2012, April 10). India achieves a 10.2% Internet Penetration Rate. The Economic Times. Retrieved from http://articles.economictimes.indiatimes.com/2012-04-10/news/31318824_1_internet-users-penetration-number-of-facebook-users
- Singh, S. (2012, August 30). Rural internet users to reach 45 million by December 2012. The Economic Times. Retrieved from http://articles.economictimes.indiatimes.com/2012-08-30/news/33499765_1_active-internet-mobile-association-iamai
- Vodafone India (2013). Vodafone official Facebook Page. Retrieved from https://www.facebook.com/vodafoneIN
Purchase Url
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution 3.0 License.