2011

Creating Brand Value through Social Networks on Emerging Markets: Empirical Evidence from Russia

D.Volkov, A.Nekipelov, E.V. Buzulukova, M.Y. Sheresheva. // Proceedings for the International Colloquium in Relationship Marketing 2011, Rochester, USA: RIT Saunders College of Business, 2011.

There are lots of papers discussing types and kinds of social networking sites monetization. However, there are other ways to create value through social networks, especially those connected to customer involvement and feedback receiving. The case study investigating the possibilities of brand development of new Russian social network podruzhki.ru (girlfriends) will be highlighted in this paper. Utilizing longitudinal qualitative study we develop strategic insights on how ROSMAN Group’s brand Podruzhki has increased its value on the Russian market.
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