Influencer marketing - How companies can benefit from influencers to strengthen their brands

Consumers are online and, above all, social these days. They prefer to spend their time on social media, chat and connect with friends, read blog posts or share their favourite video with their network (Murphy & Schram, 2014). What’s more, ordinary people increasingly create content themselves – and through social media platforms it will be accessible to people all over the world. These people are also referred to as influencers and they gain increasingly power to determine the perception of a brand through the communication on social media platforms (Booth & Matic, 2011). 

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The Rise of Social Media - A Double Sided Coin for Marketers

The development of Web. 2.0 technologies and rise of social media have taken most of us by surprise, marketers included, with the unexpected power shift and empowerment of consumers. The rise of social media and resulting power shift has turned the world upside down for marketers, requiring immediate adjustment to their mindsets, alteration of their strategies, and rethinking of their business approach to marketing.With the new interconnected era comes a new set of opportunities and challenges for marketers, which are to be examined shortly along with the areas in which marketers have experienced empowerment or disempowerment. 

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User Generated Content - The empowerment of consumers

This article considers the empowerment of consumer due to the  raise of  social media and  the influences of Users Generated Content on consumers’ behavior and their toward brands.

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Why does Strong Social Presence magnify Brand Weakness and how can International Brand Managers address this with the help of adequate Webcare?

Social media presence magnifies brand weakness. Learn about the challenges that companies and their brands face by being online and how to deal with them through adequate webcare.

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Gamification as an approach to meet the new customer in the Web 2.0 era

New channels and emerging technologies facilitate the access and sharing of information, resulting in a power-shift towards the consumer (Christodoulides, 2009). Those empowered consumers decide for themselves where, how and which voices to hear (Winer, 2009). Thus, the hitherto prevailing paradigm of push-marketing has been replaced by pull-marketing. 

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