According to IBM, What Do Firms Need to Do to Exploit

question 30

Essay

According to IBM, what do firms need to do to exploit the power of social media?

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Definitions:

Authenticity Deficit

The gap between a brand's promise and its actual customer experience, potentially leading to diminished trust and loyalty.

Brand Purpose

The reason a brand exists beyond making a profit, often related to a social good or impact that aligns with its values and mission.

Poseur Brand

A brand that attempts to project a certain image or identity that is not genuinely supported by its products, services, or corporate values, often perceived as inauthentic by consumers.