Social Media Toolkit for Brand Protection
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Social media have become ubiquitous tools used by marketers, advertisers and companies to communicate directly with consumers and build lasting relationships. These digital and social media tools are also important avenues for companies to educate consumers when it comes to brand protection and anti-counterfeiting awareness and practices. The purpose of this online executive education seminar is to provide brand protection and consumer educational professionals with the tools necessary to communicate with consumers and other businesses via social media. The seminar will primarily focus on providing an overview of social media uses and effects, the ways social media can be leveraged for consumer and brand protection purposes, and the different metrics available to track communication effectiveness and develop insights to better communicate directly with consumers.
The online seminar will capitalize on the expertise of media and advertising professionals and scholars as part of the A-CAPP Center partnerships at Michigan State University who will provide virtual seminar goers with knowledge and will facilitate interactive workshop sessions.
is an Associate Professor in the Department of Advertising and Public Relations and co-Director of the Media and Advertising Psychology (MAP) Lab. Dr. Alhabash’s research focuses on the processes and effects of persuasive communication via social and digital media.
is a Professor of Retailing in the Department of Advertising and Public Relations at Michigan State University. She teaches Retail Strategy and a graduate course in Strategic Brand Communication. Her research focuses on consumer information processing at retail point of purchase.
is an assistant professor of advertising in the Department of Advertising and Public Relations at Michigan State University. Kononova’s research in the domain of media and advertising psychology focuses on psychological and psychophysiological responses to persuasive messages and screen device use as well as advertising and digital literacy.