Britney Spears is one of the most successful female artists in the modern music world. Here we analyze how Britney Spears and her team of staff rely on social media applications to communicate around the pop icon, and create and maintain a celebrity brand image. In particular, we look at the use of social media during the launch of her single, "Hold It Against Me" and related Femme Fatale album in early 2011. Interaction posted on Twitter, YouTube, Facebook and in conjunction with the comments on the Web page, BritneySpears.com-can be regarded as a prime example of using social media to support new products. "Hide
by Andreas M. Kaplan, Michael Haenlein Source: Business Horizons 5 pages. Publication Date: January 15, 2012. Prod. #: BH459-PDF-ENG
Related Case Solutions & Analyses:
Formula One Motor Racing
Technical Note on Equity-Linked Consideration Part 3: Cash-and-Stock Deals
Hotbank: Softbanks New Business Model for Early Stage Venture Incubation
Team Self Assessment
Apple Computer–John Sculley Chairman & CEO–Presentation to ISMP Participants July 6 1992 Video
Leading Innovation at Kelvingrove (A)
The Home Depot, Inc.
Lego Friends Case
Chicago Apartment Investment
Zappos.Com: Developing A Supply Chain To Deliver Wow!
