BRAND COLLABORATIVE MANAGEMENT IN ONLINE SOCIAL NETWORKINGS <BR> DOI: 10.5585/remark.v8i2.2133

Abstract

Starting on the concept of collaborative or cooperative learning (educational process based on the collective work, on sharing information and in the interdependence of the group members), this article discusses the proposal of collaborative brand management in online social networking. In the collaborative management, the corporate communication strategy evolves from the one to many model to the many to many model, in a horizontal line of action and in a two-way direction.