TY  - JOUR
AB  - Purpose– The purpose of this paper is to examine the legal concepts and theories that are useful in protecting a brand from harmful and unauthorized social media use by third parties.Design/methodology/approach– Qualitative research of articles, news stories, court decisions and statutes was conducted. Various legal concerns and theories were developed from this information.Findings– The various legal theories were organized into a three‐category framework: Monitoring; 'Mposters; and Message.Practical implications– This framework should be useful to brand managers to protect their brand against unauthorized use, imitation or unfavourable affiliations in social media.Originality/value– This work is the first to develop a managerial framework of legal issues to address unauthorized and unfavourable use of a brand identity in social media.
VL  - 35
IS  - 9
SN  - 2040-8269
DO  - 10.1108/01409171211255939
UR  - https://doi.org/10.1108/01409171211255939
AU  - Petty Ross D.
ED  - Keith S. Coulter
PY  - 2012
Y1  - 2012/01/01
TI  - Using the law to protect the brand on social media sites: A three “M”s framework for marketing managers
T2  - Management Research Review
PB  - Emerald Group Publishing Limited
SP  - 758
EP  - 769
Y2  - 2024/04/23
ER  -