A study by Christodoulides (2009) illustrates that internet and technology have strongly affected on brandsphere. Brand managers role has changed from guardian to host and they have understood that one-side communication is not enough anymore and they should shift to many-to-many communication where consumers are allowed to communicate with the firm and other consumers. Christodoulides (2009) states that before the internet, brand manager used to act like control freak which is not feasible in online world. Today, branding is about creating relationships, interaction and generating better value to the customers. Building and sharing user generated content should be facilitated by companies because it has a powerful impact on building and improving relationship amongst brands, consumers and brand communities. Internet has also offered new opportunities for companies as they can benefit from personalization and customization for instance in case of NikeID.com, where consumer can design trainers themselves from a variety of options.
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 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 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).
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