Social media has enabled consumers “…to create content and amplify their voices, across the globe, to anyone willing to listen” (Labrecque et al. 2013, p.257). This implies a shift of control towards the consumers and significant changes in online brand management. According to Christodoulides (2009), in the digital era, “…the brand manager is no longer a ‘guardian’ of the brand but becomes more of a brand ‘host’”. Is social media doing more harm than good to online brand management? Discuss.Use this link as reference:

Christodoulides, G. (2009). Branding in the post-internet era. Marketing Theory, 9(1), 141-144.
Labrecque, L. I., vor dem Esche, J., Mathwick, C., Novak, T. P., & Hofacker, C. F. (2013). Consumer power: Evolution in the digital age. Journal of Interactive Marketing, 27(4), 257-269.

FORMAT
– 12pts Times New Roman, 2.54cm margin.
– 6-7 pages of content includes any tables, diagrams and appendices
– 1 page executive summary (one-page)
– Harvard reference list.
– The use of headings and sub-headings is highly recommended although a Table of Contents is not necessary.

NOTE
– IT’S NOT ONLY ABOUT WRITING ESSA, BUT A MUST to Give LOTS of opinion, point of view and reason
– The executive summary is clear, logical, concise and effective as a stand – alone overview of the report
– Information is critically chosen, highly relevance, insightful and clearly organized to reflect the key issue of the topic
– Excellent argument is present supported by sophisticated synthesis of research article
– The choice of words and variety of sentence structures make the work highly readable and convincing
– The research essay should cover a comprehensive review of the topic literature and its relevance to current e-marketing issues facing businesses.
– It should demonstrate your in-depth understanding of the topic.