Building Identity Loyalty Through Social Media
All brands want loyal customers but building that community can be challenging. Forward-looking companies can achieve this marketing nirvana by incorporating Identity Loyalty principles into their social media strategies. This is the philosophy of Wharton Associate Professor Dr. Americus Reed and his Persona Partners co-founder, Samuel Botts. Here they help lay the framework, emphasizing the power of social media as a means for brands to communicate their values and for consumers to help affect a brand's narrative.