A lot have changed in the recruitment process since Web 2.0 and consequently the social media was introduced just over a decade ago. This paper aims to examine the importance of building an online personal brand, both for graduate students and established employees when it comes to achieving their dream jobs. By examining theories and empirical material this paper will illuminate and help fortune hunters using social media to make the most out of the recruitment process. The conclusion is that with the help of the suggested framework people can more easily manage their personal brand through social media.
Read moreSocial Media - Big Headache or Sea of Opportunities ?
Brands that are active on social media are faced with numerous challenges. Amongst them is the cultural shift that is required from the management to successfully run social media platforms. It is no longer about making profit or pushing the message into the consumer but rather about being an active listener and knowing when to join the conversation and to respond (Fournier, Avery, 2011). It is about being there for the consumers, staying relevant and being creative.
Read moreVirgin Atlantic’s branding on social media: leveraging brand attitudes and brand activity
This article covers the emergent trend of branding on social media. Growing power of the internet outdated traditional ‘’push’’ marketing techniques, creating a need for a new marketing model that would be based not on broadcasting brand message to the customers, but on dialogue with customers, hence acknowledging their wants, interests and opinions. The article sheds the light on the challenges and opportunities that emerge when brands go viral and start communicating with the customers via social media. The case study of Virgin Atlantic Airways is applied to depict how brands can successfully sculpt customers’ attitudes towards the brand and encourage them to engage with the brand at a higher level. Virgin Atlantic is an excellent example of a brand, which turns the challenges to its advantage, and managed to refine its branding on social media to foster positive attitudes and engage customers effectively.
Read moreFilm branding on social media: stairways to heaven or highway to hell?
Paper discusses upcoming films’ branding on social media and its’ impact to movies’ success after releasing them to movie theaters.
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Collaborative Consumption and its implications for consumer behaviour
Considering the recent developments towards a sharing economy, the question for marketers is how the conventional perception on consumer behaviour has changed. Thus, the purpose of this paper is to examine available consumer behaviour models and discuss them by considering the emergence of collaborative consumption.
Read moreThe challenges of luxury brands’positioning on social media
Luxury brands should build distinguished images through social media to get in touch with mass targets and sustain its original brand profile simultaneously.
Read moreThe new and inherited features of the online marketing setting
This analysis aims at elaborating the mutual traits and difference between online marketing environment and traditional marketing environment by looking at the essential factors influencing the communication between brands and consumer. Factors differs the online marketing environment from the traditional one are promotion and place element in marketing mix, audience reach, and the emerge of empowered consumer. Because of the change of marketing setting, the appraisal on media marketing’s performance is therefore different in terms of the effective factors. In other words, because of the dynamic nature of online marketing setting, branding approach emphasises more on interaction with empowered consumer and the reach of audience can be more specific by tracking individual online behavior. Unique user’s database serves greater value on targeting for marketing promotion.
Read moreChildren as companies’ new customers in the internet era
Children becomes an important group of consumers targeted by companies, because they represent three markets. Thus, many marketers started to utilize new advertising techniques to attract children.
Read moreSocial media for branding a new small venture
Social media for branding a new small venture have been under researched in the literature of marketing and entrepreneurship. This paper looks if entrepreneurs use social media for branding and how.
Read moreBranding in Social Media: A mini case study with Glossybox
The paper discusses the aspect of branding in social media, and how it differs to branding in traditional media. The benefits of higher awareness, greater authenticity and continuous communication are discussed. Moreover the significant factors interactivity and co-creation are highlighted, resulting in power shifts to empowerment of the consumer. Applying these aspects to the company Glossybox, it could be seen that all of them play an important role and are being executed by the firm. A framework of the Consumer Decision Journey in social media was adopted in regard to Glossybox. It was found, that when the above-mentioned aspects apply and are being executed correctly by the company, the risk of the empowerment of users is reduced and the benefits of successful branding are visible.
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