The Language of Love in Social Media: New Rules for Brand Engagement With Consumers

This paper consists of two parts. The first section explores the consumer-brand dynamic in social media – what consumers are looking for, what brands are doing, the drivers behind consumer perceptions and behaviors, and what the implications are for marketers.

The Language of Love in Social Media: New Rules for Brand Engagement With Consumers

Eileen Campbell, Cécile Conaré, Rob Hernandez


Social media is everywhere. Pick up almost any newspaper or magazine and you will undoubtedly find a story referencing social media. The person sitting next to you on the bus or train or plane is probably checking their wall on Facebook for the latest posts or tweeting about some interesting happening via their mobile phone. Even at work, you may catch a glimpse of someone posting a status update, blogging about some topic of interest,...

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