What else than the Coca-Cola Company? The king of marketing

Coca-Cola is a brand recognized by 94 percent of the world’s population (Coca-Cola, 2016). The first marketing efforts were implemented in year 1887, with coupons promoting free samples followed up with newspaper advertising. Today, the brand identifies as fun with high consumer engagement (Coca-Cola, 2016). In the mid-2002 with the rise of Web 2.0, the marketing challenges of digitalization came to shift the power of marketers to the power of consumers (Hennig-Thurau, et al., 2013).

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Can Influencer Marketing actually cut through the noise?

It’s very noisy out there in the digital sphere. With 547.200 Tweets, 123.060 posts on Instagram and 2.780.000 video views per minute the internet is crowded, noisy and busy. This massive content had a huge growth with the emergence of Web 2.0 and an even bigger growth with the increase in Social Media platforms. 

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The Jemaa El-Fnaa Square in Marrakech, Morocco. A metaphor for social media marketing

This article is about how companies better can understand the nature of social media marketing that an increasing number of brands are using (Fournier and Avery, 2011). What are the main issues that brands using social media marketing face and what are the academic recommendations? To highlight the issues related to social media marketing I use a public square metaphor.

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Continued: How luxury brands can use social media for exclusivity Part 2

In part I of this post the characteristics of social media and luxury brands were explored and set into comparison. As a result social media and luxury brands seem incompatible at a first glance. However, taking a closer look social media incorporates several aspects that luxury brands can use to their advantage when promoting their exclusivity online. This second part of the post depicts examples of luxury brands that succeeded in maintaining exclusivity online and also an example that is taking exclusivity too far.

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How luxury brands can use social media for exclusivity Part 1

Luxury brands are a case of its own when it comes to social media marketing. Most of the well-established brands gained their recognition through traditional media long before the birth of social networking sites. Although quite late, most luxury brands have by now entered the social media sphere. For instance, Chanel, which has been on Twitter since 2011, only last year discovered the power of photo sharing, when creating the Chanel Official Instagram page (Heine, 2014).

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Why Efficient Crisis Management in the Social Media Marketing Age is Crucial

With more than a billion users worldwide social platforms such as Twitter and Facebook attract all kinds of businesses who want a slice of the action. By setting up fan pages they hope to turn online customer engagement into future profits (Piskorski, 2011). One could even get the impression that although some companies do not seem to be genuinely interested in social media marketing, they are doing it nevertheless. Why?

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User-generated brand storytelling: pushing brand’s reputation towards the edge of the cliff

A powerful online community of arbiters, commentators and critics uses social media platforms as a setting to share and spread user-generated brand stories of disappointment and frustration, thus putting the brand’s reputation at risk.

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