The consequences of ratings on human-beings and the facilitation to false and artificial self-presentation and personal branding.
Read moreBlogs, Bloggers, Blogging: The role and the power of blogs
Blogs are social media phenomena, which evolved together with the Web 2.0. The current blogosphere is saturated. But do we really know what role blogging has and who are bloggers? Are blogs a powerful or influential tool in the digital era?
Read moreGo Social or Go Home! - Social Media Effectiveness and Why Startups Should Use It
2.0 and the wide spread of e-commerce created a new world for marketers to market products and companies. In today’s fast-paced society and marketplace it is instrumental for a firm to be seen and build brand awareness and brand credibility. Social media is seen as a strategic marketing tool for firms’ today, much since online is where the modern consumer is located. Due to the different strategic advantages with social media, such as high potential reach, high interaction, enhanced credibility and cost-efficiency, it creates a great way for any firm to market itself and its product, not least for startups. This paper demonstrates why social media is a crucial advertising tool for startups to have in their marketing mix today, and why it could be the difference between success and failure for a new brand. It also gives a great example of a previous startup company that has built its brand almost entirely trough social media marketing; the Swedish watch brand Daniel Wellington.
Read moreHow Brand Management can survive the Web 2.0 era
Social media has been a buzzword for a long time and the realization that companies need to use social media to interact with their consumers is not new. The shift in power, from company to consumer, has arisen as an issue (Christodoulides, 2009) in regards to more traditional brand management practices (Keller, 1993).
Read moreAcademic Researchers’ Personal Branding Ensures Successful Crowdfunding
Every academic researcher knows the anxiety of submitting grant application. Oftentimes researchers are stuck in an application limbo where submission is followed with long evaluation period, resubmission, and yet another long waiting period (Gerster, 2013). The waiting may not be a great inconvenience if the grant is guaranteed, but the chance of receiving research grants has become increasingly difficult due intense competition and shrinking funding pot (Cha, 2015, Barker, 2013). As consequence, many researchers opt for alternative funding source with the hope to sustain their projects.
Read moreSocial Media in Third-sector Branding. Part 2
Social media represents an unprecedented era of opportunities for third-sector organizations to communicate and interact with stakeholders in a on a global scale and with low costs.
Read moreSocial Media in Third-sector Branding. Part 1
Social media represents an unprecedented era of opportunities for third-sector organizations to communicate and interact with stakeholders in a on a global scale and with low costs.
Read moreBranding your senses
The paper offers a touch upon the first explorative findings of sensory branding; a description of these findings is given, including examples and further elaboration of sensory branding.
Read moreLeverage Beauty Bloggers to Build Cosmetics Brands
This study examines why the collaboration between cosmetics companies and beauty bloggers constructs a brand image that is more authentic, trustworthy, and personable. A case study of The Estée Lauder Companies and the Blog Cupcakes and Cashmere is evaluated.
Read moreBranding on Facebook – does it pay off for marketers?
As nowadays Facebook is being exploited by every marketer, the question arises whether these branding efforts payoff. The report touches possible ways to measure the efficiency of one’s branding and evaluates the branding environment Facebook does offer.
Read more