CRM, Customer Relationship Management, was around the turn of the millennium one of the brightest shining marketing concepts in the business world (Gummesson, 2004). Back then, the general perception and the use of CRM consisted of companies gathering extensive customer data, aiming to manage relationships with their customers. Furthermore, in this scenario the companies were viewed as the main actors and the customers as passive cast members (Malthouse, Haenlein, Skiera, Wege and Zhang, 2013). But the winds of change have blown strongly in recent years and the traditional view of CRM and its alleged success is constantly fading (Wind, 2008).Read More
Heritage brands are confronted with the challenge of staying relevant in the era of online communication. Consumer generated storytelling can be the answer.Read More
Electronic Word of Mouth (e-WOM) is relatively a new phenomenon and there are vast areas still to explore in this topic. Previous studies focused on the positive e-WOM impacts and recommendations and did not include the negative e-WOM and its implications, which could be more important to study; after all, when something good happen to you, you’ll take about it to approximately three people, but when something bad happens, you’ll be telling at least ten! And online, with one click you could tell thousands and even millions. And since WOM, in general, is far more credible than any other type of advertising, then negative e-WOM can be quite perilous for a company. This paper’s aim is to research the reasons for brands to fear negative e-WOM and the possible consequences.
Children becomes an important group of consumers targeted by companies, because they represent three markets. Thus, many marketers started to utilize new advertising techniques to attract children.Read More
The paper discusses the aspect of branding in social media, and how it differs to branding in traditional media. The benefits of higher awareness, greater authenticity and continuous communication are discussed. Moreover the significant factors interactivity and co-creation are highlighted, resulting in power shifts to empowerment of the consumer. Applying these aspects to the company Glossybox, it could be seen that all of them play an important role and are being executed by the firm. A framework of the Consumer Decision Journey in social media was adopted in regard to Glossybox. It was found, that when the above-mentioned aspects apply and are being executed correctly by the company, the risk of the empowerment of users is reduced and the benefits of successful branding are visible.Read More
A paper on how Fujifilm and Kodak coped with social media development and why Kodak went bankrupt and Fujifilm did notRead More