Impact of digital marketing and social media in managing a brand during crises

Abstract

Brand image is one of the most important characteristics of a company. Despite being extremely important a brands reputation is very sensitive and can be easily tarnished. Considering today’s digital era where every individual has a good amount of social influence this phenomena becomes more dangerous. Brands need to give every consumer a certain degree of importance. One tweet, meme or video can completed destroy a brands reputation. Companies around the globe and in Pakistan need to think how to effectively communicate with their audience both traditionally and digitally. Brands despite communicating effectively need to address the concerns of various consumers in manner that aligns with their brand values.