Real-Time Branding and Social Media: a New Model Based on Thematic Analysis

Abstract

Branding stands as a major component of any business, regardless of its size or commercial drive. It encompasses all efforts leading to the perception of a product, service, or organization in the minds and eyes of the audience or customers. Essentially, branding aims to create and fulfill a promise about a brand. Real-time branding focuses on improving consumer communication by providing brand-relevant information that connects with consumers' lives. Social media serve as an effective tool for this type of branding. The purpose of this study is to develop a model for real-time branding within the context of social media. This research uses qualitative thematic analysis with MaxQDA software. Experts in branding, social networks, and university professors specializing in these fields make up the study's population. They were selected based on the method used to develop the research model. The analysis identifies eight categories and thirty-four criteria essential for real-time branding: (1) timely supply of customer needs, (2) brand image, (3) brand awareness, (4) brand identity based on authenticity, (5) timely response, (6) creating value for customers, (7) customer participation in branding, and (8) an appropriate branding strategy. These categories help to facilitate and to direct real-time branding in companies. Moreover, the study reveals that social media plays a critical role in real-time branding. Market feedback, information sharing, interaction, communication, choosing the right social network, content scheduling, sharing, and production are the dimensions and categories identified for social media in branding. These have also emerged as criteria influencing real-time branding in the proposed model. Aligning the message with the moments expected by the audience and enhancing responsiveness to customer needs are the most effective tasks a brand must undertake. These efforts are crucial for increasing customer satisfaction and promoting customer interaction with the brand, leading to more voluntary cooperation in real-time branding.