The last twenty years marketing online has become a central part of marketing. This, mostly because of the rapid adoption of the changing technology that have emerged both positive but also negative effects. It is now crucial to understand how consumers act and behave on the online environment in order to survive. When consumers are online it is important to provide trust to help them overcome all kind of negative perceptions that comes with the online environment. The changing technology has also motivated consumers to contribute with their thoughts and opinions about brands and products, to their peers (O’Brien, 2011). The marketing manager has now a total different role, namely understanding and managing the fact that influencers on social media has the power to affect brands positively or negatively.
Read moreNew Rules of the Game – How the Online Shopping Revolutionized the Consumer Buying Behavior of Luxury Goods?
This article aims to examine the role of the internet technologies and the digitalization on the consumers’ shopping behavior. The focus is on how the IT revolution influences the consumers’ choice for online or offline shopping. It is believed that the driving forces could be divided into two parts – the economic and emotional ones. The traditional brick-and-mortar shopping is related to a specific shopping experience. However, according to some researchers consumers who choose to shop online are not seeking that particular shopping experience (Hu, 2015). Furthermore, it is considered cheaper to buy online. It is also important to take into consideration the significance of the product categories. The research is limited to the luxury goods and define the influence of the IT on this branch.
Read moreWhy 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.
Read moreThe power of consumer generated storytelling for heritage brands in online communication
Heritage brands are confronted with the challenge of staying relevant in the era of online communication. Consumer generated storytelling can be the answer.
Read moreOmnichannel retailing – why and how businesses must adapt: Part 2
A paper about omnichannel retailing. Why and how retailers must adapt to the online and offline environments integration.
Read moreOmnichannel retailing – why and how businesses must adapt: Part 1
A paper about omnichannel retailing. Why and how retailers must adapt to the online and offline environments integration.
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