Social media has been a buzzword for a long time and the realization that companies need to use social media to interact with their consumers is not new. The shift in power, from company to consumer, has arisen as an issue (Christodoulides, 2009) in regards to more traditional brand management practices (Keller, 1993).
Read moreBrand communities: The relationship between non-consumers and brand engagement
In today’s society, brands have become increasingly important in the everyday life of consumers. The time when brands were just a pure symbol of quality is long gone and brands are to a greater extent used as a way of expression and as a reflection of the self (Levy, 1959).
Read moreAre Brands Becoming our Friends? The Web 2.0 Consumer-brand Relationship
In the world of Web 2.0, “liking,” “following” and “friending” one another online dictates social interactions and connections. An immense number of individuals are using social media as one of their main platforms for communication. As a result, the ways in which consumers interact with one another are drastically changing. Naturally, such a development in communication is in turn affecting the ways consumers interact with companies.
Read more