COLLABORATIVE MANAGEMENT OF BRANDS: AN APPROACH ON THE STRATEGIES OF INTERACTION WITH CONSUMERS IN DIGITAL NETWORKS

Abstract

This paper presents an approach to the use of Collaborative Management of Brands, focusing on digital social networks, in order to develop an understanding of the relationships built through the democratic interaction networks within online virtual communities, where consumers become producing agents in their own information content. Whereas technology has evolved and consumers have become more active in the network, companies have at their disposal a new marketing channel that must be assessed and developed through effective management of this channel in order to influence the target groups to adopt a brand as part of their daily lives.