The development of technology has resulted in an increased use of Internet and social media (Wind, 2008). Online channels of communication allow consumers to express their opinions of brands and reach out to a great amount of people (Duffy & Tarnovskaya 2016b). Consumers have gained power, which companies need to understand and adapt to when marketing. Empowered consumers have become co-creators, co-producers and co-marketers (Wind, 2008). The new way of marketing has raised the question of how much companies can control their brands today? The company Fjällräven is presented as an example of how empowered consumers can change the image of a brand. The brand Fjällräven is perceived differently among consumers from how the company communicates it (Näslund, 2013). This highlights the importance for companies to adapt to the new trends and rules of marketing.
Read moreAPPLE’S INDIRECT SOCIAL MEDIA STRATEGY: Leveraging on eWOM through silence
Apple Inc. is not only famous worldwide for its state-of-the-art products, but also for its unique marketing strategies. Would you be surprised if I told you Apple does not make use of the main social networks? Exactly. The most valuable company in the world does not intend to join the social media environment.
Read more“On Brand” or “Not on Brand”: Does the Digital Age call for a New Brand Management?
Currently, I follow VW’s pitch for one of the biggest media budgets in the world of 2.5 billion dollar. However, it is not the well-known rivalry of VW’s long-standing partner agency Mediacom with other well-established players that draws my attention to the crisis-stricken company. Rather VW’s unconventional decision to allocate part of the gigantic media budget to a new player on stage causes a sensation like a Shakespeare drama: Rumour has it, that the media platform Blackwood Seven will receive a double-digit amount into the million (http://www.wuv.de/agenturen/vw_pitch_erste_entscheidung_gegen_mediacom) from the budget (Kalka, 2016).
Read moreThe Social Traveler The power of electronic Word-of-Mouth in the travel category
The travel sector, as the majority of industries in the market, fell dramatically after the recession crisis of 2008. According to a study conducted by Oxford Economics (Oxford Economics & Amadeus, 2010), The global arrivals decreased 4% between 2008 and 2009 and tourism receipts were 5.7% below the previous years' levels (Oxford Economics & Amadeus, 2010). There is a possibility this decrease was due to travelers spending less per journey. To survive, hotels, flights, and touristic destinations had to adapt to be more competent with their offers and services by adjusting their prices and lowering them. The latter resulted not only in an evolution of the sector but also in the formation of smarter travelers.
Read morePositive electronic Word-of-Mouth on Social Media in China How to market your business with the help of 730 million internet users
In 2010, the American fast food chain McDonald’s launched the “Love McWings” campaign in China, which became a huge success. Over two million Chinese people shared their love to McDondald’s spicy chicken wings online on social media after the campaign announcement the campaign. The company promised to hand out free chicken wings in seven McDonald’s restaurants for seven days, if one million people will participate on the Chinese McDonald’s website (Harward Business Review, 2010). An important trigger for the campaign to become so popular was a fan site set up by McDonald’s on the Chinese social platform QQ. After all, masses of people had to be restricted, because of the huge demand of free chicken wings at the seven shops (Portfolio, 2010).
Read moreCo-branding in User-Generated Images on Instragram and Likeability
Images have the ability to influence directly and are considered more credible than words spoken or written (Vilnai-Yavetz and Tifferet, 2015). Exemplified in the idiom: ‘an image is worth a thousand words’, which indicates images are able to convey many meanings that cannot be so clearly communicated in a simple text message. Currently, communication is driven by technology, which has consequently led to the social media rave. Images are being sent, posted and shared to a large extent through these means by people “seeking to construct an image of themselves” (Leary and Kowalski, 1990), increasing likeability and trying to create a desired impression (Vilnai-Yavetz and Tifferet, 2015). A key way of doing so, however, is by enhancing their status through their clothing and objects, which appear with them in their photos (Johnson et al., 2008).
Read moreThe rise of social media platforms: a stepping-stone for viral videos
The rise of social media over the last years has created a platform that enables brands to promote its offerings to the consumers in a non-traditional way. This paper will explore the concept of viral videos in a social media environment.
Read moreALGORITHM – THE SECRET BEHIND YOUR FACEBOOK NEWS FEED
Facebook is one of the most powerful social medias with billons of users. Content wise, it is not possible to absorb everything and therefore Facebook sort out the information in the News Feed. For brands, it is hard to reach out to customers on Facebook; instead there is a high risk of becoming invincible. The barrier for brands to be visible in the News Feed increased last year when Facebook decided to change its algorithm.
Read moreFrom fast food to pop-culture - A content marketing study of Quiznos’ Toasty.TV platform
Since the dawn of humanity, the art of storytelling has been of utmost importance. It has provided us with a knowledge pool, past on from former generations, enabling humans to understand their world as well as themselves. As stories were passed on from generation to generation they took part in the shaping of society and some of these stories live on to this day. But what was decisive in terms of deciding which story that were to survive over the years? Was it the morals or knowledge embedded in these stories?
Read moreWhy are social media an inevitable part of B2B?
By now, in 2016 everyone is aware of the great development of the technology, the rise of the internet and the emerged Web 2.0. Not only individuals but also businesses have witnessed those major changes and have tried to adapt to it.
Today the internet is full with different social media such as Facebook, Twitter, LinkedIn etc. that continue to develop and multiply. Furthermore, more and more people move to portable gadgets in order to be reachable everywhere and at any time. According to Kingsnorth (2015) someday this will lead to a completely mobile world where using social media as well as wearable technology will be the norm.
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