Lund – It is great that nowadays everything and everyone can be rated. But, there also is a seam side to this: the customer almost gets unlimited power. In the peer-to-peer economies, service-providers for companies such as Uber, a taxi alternative, and Airbnb, a hotel alternative, are scared to death to make the slightest mistake. This article describes the journey of consumer power through the rise of the internet and web 2.0and implications of this power in the sharing economies.
Read moreHow Should Brands Manage Anti-brand Attacks On Social MediaHow Should Brands Manage Anti-brand Attacks On Social Media
The evolution of consumer power in the web 2.0 era has completely changed the game of communicating with consumers in the virtual world. Moreover, brands are facing threats in the new dimension, due to negative e-WOM (online word-of-mouth) and online anti-brand communities. In this article, we examine the origin of consumer power shift, anti-brand community formation and mechanism, accordingly, recommendations in relation to managing online anti-brand attacks are provided to give managers a practical playbook.
Read moreHow to succeed in viral marketing? Focus on the message and the strategy!
The aim of this paper is to illuminate the key attributes of successful viral marketing campaigns. Firstly, I discuss the importance of message in viral marketing and how different types of messages are affecting the consumer decision to spread the viral message further on. Secondly, two main types of strategies (random and placed) are analyzed and also their relation to different types of messages. Throughout the paper, the examples from research and practice are used for clarification of these attributes of viral marketing. Lastly, I summarize the most important findings.
Read more#Hashtag: An unsung hero or a danger in lurking for brands in social media?
Social media has changed the landscape of today’s world. Currently more than a billion people are connected with social media and the figure is only rising. Facebook and Twitter are undoubtedly the most popular websites in social media. One of the most common and prominent aspect of social media is the hashtag label, which is denoted by the pound sign #. What was once a hardly used key in a typical keyboard, has now made headway in terms of its importance in social media.
Read moreThe impact of travel blogs in destination marketing
The creation of the Internet has changed how travelers access information. (Hays, et al.2012). Social media has provided different experiences to plan and book trips. Travel blogs have become really important for destinations because written content provide consumers with the opportunity to share travel experiences that encourage others to consider visiting the destination.
Read moreThe new age of social media advertising: Snapchat?
Nowadays, almost everyone has heard about Snapchat, the mobile app for sharing entertaining content. However, the more interesting question is, whether this unique mobile app is perceived as a social media platform for advertising and marketing. The most recent event that proved what a powerful advertising tool Snapchat might become was Super bowl in 2016. The worldwide prominent American football event in 2016 is not only related with the championship of the National Football League for Denver Broncos, but it also provoked analyses of the social media activity. For a first time since many years the social activity was not solely dominated by Facebook and Twitter.
Read moreLet’s fight the big fishes with online grocery shopping! How local food delivery services can fight back against big supermarket chains.
About two years ago online grocery shopping only accounted for approximately one per cent of total sales within the consumer goods industry (Alldredge et al. 2015). This is rapidly changing now. We can see a strong trend in this industry and online shopping is seen as the second largest driver of change over the next five years (Alldredge et al. 2015). Now the question is, is this an opportunity for small local food delivery businesses to get a foot in the door and even be able to fight the Amazons and Tescos of todays online world? If so, what exactly is the opportunity and how can it be used? This article will not only show the possibilities that may not be as obvious as you might think, it will most importantly show a way of using them.
Read moreThe benefit of a celebrity brand ambassador to (un)consciously promote brands and products via social media in western society: An example by of Beats by Dre and Bastian Schweinsteiger
The focus and the use of social media, e.g. Facebook, Twitter or YouTube, increases constantly for customer and companies. Being provided with the possibility of easy internet access via a constantly improved communication network in the western society countries support a use of social media. Since 2005 the social media usage increased from 7% up to 65% (2015) of all American adults that is using at least one social media website (Perrin, 2015). Due to the society turning towards engaging constantly more within social media, companies realized the necessity of being represented there as well.
Read moreWhat 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).
Read moreReview comments: How to change a bad review into Strategy?
Online consumer’s reviews on social media have significant effects upon brand’s image. This paper will explore in the first part, markers’ responses to online consumer’s bad reviews from critical and appreciative perspective. Further, there will be analyzed the differences between responses based on old marketing tools and unconventional tools. Examples from LIDL retail will be presented to show how bad reviews on Facebook were or not changed into a marketing strategy. Further, at the end will be illustrated the main actions that should be taken to create a strategy of response which will help marketers translate the consumer’s online insights into a successful marketing approach.
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