Branding and control in markets as mediated conversations

Purpose of the paper: To reframe the issue of brand control in the age of ubiquitous social media Methodology: Conceptual paper (case as illustrative example) Results: Proposal of a new perspective on brand control in social media based on dual rationalities Limits: Preliminary conceptual study; the next steps in the research program require extensive and diverse empirical testing Practical implications: The proposal also includes a new methodological and managerial framework, consistent with the new perspective on brand control Originality: Original new conceptual and methodological approach to brand control in social media