Although social media provide an excellent platform for crisis communications, most of the companies – like Volkswagen – fail to utilize it. SM offers a great opportunity to engage in conversations with the frustrated clients and to provide them with emotional support in during the time of crisis. Therefore, it is crucial to integrate social media crisis management into the corporate crisis communication strategy.
Read moreOnline customer loyalty, does it exist in the e-retail environment? Can social media aid in building a relationship between e-retailer and customer?
One might recall how price comparison was done before the e-retailers opened their doors. All the information about a product and its price was gathered from the physical store and one was depended on the store-staff and supported elements to provide this information. Whereafter we would visit multiple other stores based on the assumption that these might sell the same product as well. However, it could even occur that a store did not even would carry the product. Finally, after spending the day in several stores it was time to consider which store offered the best deal for example based on price or service.
Read moreIs native advertising the answer to increasing ad avoidance?
As consumers today are exposed to an immense number of offline as well as online advertisements, avoidance of these contents is a likely consequence. Advertising avoidance in general, as defined by Speck & Elliot (1997) refers to a media user’s significant reduction of their exposure to advertising content.
Read moreCan 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.
Read moreWeChat Marketing: How to play with China’s booming social network app
Chinese consumers keep pace with Web 2.0 and use their Chinese-based social media to network and communicate with people. WeChat has been seen as the Facebook of China (Johnson, 2015) due to its huge user base in China. According to the statistics, WeChat had more than 600 million monthly active users in 2015 (Johnson, 2015) In comparison with another Chinese social network giant, Weibo (Chinese Twitter), which only had around 200 million monthly active users in the year 2015 (Smith, 2015), WeChat has become the biggest social media in China. As a result, for those companies who want to develop successful brands’ marketing strategies via social media in China, learning how to leverage WeChat can be very effective and important.
Read moreSocial Luxury - a liaison between social media and luxury brands
Nowadays Internet is an interactive place, where people are not only passive observers any longer, but also active participants and even content co-creators, characterized by communicative cooperation. Social media has become a global powerful phenomenon, which has increased the degree of social online activities among many consumer segments. After it has been neglected from the luxury brands for a long time, they have now considered what communication force they can achieve by implementing more active online presence. One of the reasons for which luxury brands have been so reluctant to adopt social media strategies so far is that they are trying to balance their exclusive appeal with the social masses. Social media for the luxury brands has been seen as more negative as it can reduce the brand value and perception and even make the brand more accessible. (Wright, M., 2009)
Read moreThe Blogger’s Fan Club – the Real Personal Brand Builder?
Internet and the social media has taken it to the next level. Approximately 75 % of the adult internet users are active on different social media sites on Web 2.0 (Kleppinger & Cain, 2015). Personal branding through blogs is a phenomenon that has risen due to social media, and is rapidly growing (Chen, 2013). Today, there is many private persons how try to build their own personal brand in social media. These people run their personal blogs to share all kinds of things that happens in their daily lives (Chau & Xu, 2012).
Read moreLet’s get social! Use social media to humanize your B2B company
Social media is not a hard-selling vehicle. Instead, social media has set the trend for B2B companies’ digital marketing strategy to focus on relationship- and brand management. This paper provides four reasons why you should engage in humanizing your B2B company through social media despite several barriers.
Read moreTrust Issues In The Online Environment - Why consumers trust some organisations and brands more than others in today’s society
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 moreVloggers on the Rise: Your Brand's Powerful Online Tool
This paper describes and examines the rise of the trend named "vlogging" and identifies the reasons and benefits for brands who decide to incorporate this new medium in their communication strategies. Moreover, it addresses a number of tips that companies should be aware of in order to enhance their success and awareness via vlogs.
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