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The multi-layered nature of the internet-based democratization of brand management

机译：基于互联网的品牌管理民主化的多层性质

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摘要

The evolution of the internet, including developments such as Web 2.0, has led to new relationship realities between organizations and their stakeholders. One manifestation of these complex new realities has been the emergence of an internet-based democratization of brand management. Research about this phenomenon has so far mainly focused on investigating just one or more individual themes and thereby disregarded the inherent multi-layered nature of the internet-based democratization of brand management as a holistic, socio-technological phenomenon. The aim of this paper is to address this limitation through an investigation of the various socio-technological democratization developments of the phenomenon. To achieve this aim, a balanced and stakeholder-oriented perspective on brand management has been adopted to conduct an integrative literature review. The review reveals three key developments, which together form the essential parts of the phenomenon: (Ⅰ) the democratization of internet technology, (Ⅱ) the democratization of information, and (Ⅲ) the democratization of social capital. The insights gained help to clarify the basic structures of the multi-layered phenomenon. The findings contribute also to the substantiation of a call for a new brand management paradigm: one that takes not only company-initiated but also stakeholder-initiated brand management activities into account.
机译：互联网的发展，包括Web 2.0之类的发展，已经导致组织及其利益相关者之间出现了新的关系现实。这些复杂的新现实的体现之一就是基于互联网的品牌管理民主化的出现。迄今为止，对这一现象的研究主要集中在仅研究一个或多个个人主题上，因此无视基于互联网的品牌管理民主化作为一种​​整体的社会技术现象的内在多层性。本文的目的是通过研究这种现象的各种社会技术民主化发展来解决这一局限性。为了实现这一目标，采用了平衡的，以利益相关者为导向的品牌管理观点来进行综合文献综述。审查揭示了三个关键发展，这些发展共同构成了这一现象的基本组成部分：(一）互联网技术的民主化，（二）信息的民主化，和（三）社会资本的民主化。所获得的见识有助于阐明多层现象的基本结构。这些发现也有助于建立新的品牌管理范例的呼声：不仅考虑公司发起的，而且考虑利益相关者发起的品牌管理活动。

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