How Should Brands Manage Anti-brand Attacks On Social MediaHow Should Brands Manage Anti-brand Attacks On Social Media

The evolution of consumer power in the web 2.0 era has completely changed the game of communicating with consumers in the virtual world. Moreover, brands are facing threats in the new dimension, due to negative e-WOM (online word-of-mouth) and online anti-brand communities. In this article, we examine the origin of consumer power shift, anti-brand community formation and mechanism, accordingly, recommendations in relation to managing online anti-brand attacks are provided to give managers a practical playbook. 

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Social Media in Youth Tourism – The Creation of Traveller 2.0 Part 1

Social Media – The New Source of Inspiration

Let’s consider two scenarios: 

January 1990: “What do you think about summer holidays this year? Let’s go to the travel agency tomorrow and get some brochures for inspiration.” 

January 2014: “What do you think about a trip to London next weekend? My friend just posted some great pictures of her shopping at Oxford Street. Also holidayguru posted a deal – Two people, London, only 100 pounds.” 

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