In the first part we had a deeper look at the different concepts associated with the buzzword sharing. In addition, we analyzed how it can be distinguished from collaborative and access-based consumption, which are more accurate in order to describe the concept of car sharing. Furthermore, we came up with a definition of car sharing and we explained which circumstances have caused the rise of this phenomenon. One of the last points was that collaborative consumption is perceived as an alternative to ownership and Belk (2014) even suggests that we are entering post-ownership economy and that self-identity is influenced by what you can access instead of what you own.
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 moreThe era of social training
It is widely known that sports are the most popular hobbies people cultivate around the world, jogging, golfing, cycling, swimming, surfing, triathlon and hundreds of other sports are practiced by ordinary people whose profiles vary as much as the modalities practiced. This leads to electronic gadgets, social media and the Web 2.0 that are transforming the landscape of the “weekend enthusiast” by empowering and connecting people from all around the world.
Read moreFemale bloggers and the party crashers
In the ever-changing society, neither marketers nor consumers are behaving in the same way as they did 10 years ago, new rules have changed the game. Not only have the focus changed from marketing being a one-way communication, also the people performing the marketing have been alternated. Blogs have introduced the world to a new form of consumption, where young girls have become today’s entrepreneurs, but how did this happen?
Read moreProtect your Quality of Life: Don’t Let Social Media Ruin Your Productivity and Well-Being Part 1
What are the moments that stay in your memory forever, the moments you think back many times? Is it the one time you got hundreds of likes on one of your posts? Was it when you realized you had thousands of followers? Or was it the time when your post was shared hundred or thousand times? Probably these events are not those that came to your mind. They did not stay in you memory as life changing events.
Read moreConsumers’ transition from traditional marketing to social media marketing era
This paper examines how social media acts as a catalyst in consumer purchasing process and what the implications are for companies’ reputation management.
Read moreWeb 2.0: Consumer empowerment through the internet evolution brings implications for marketers
This review treats the consumer empowerment through web 2.0 and how marketers can best adapt.
Read moreSocial Media in Third-sector Branding. Part 2
Social media represents an unprecedented era of opportunities for third-sector organizations to communicate and interact with stakeholders in a on a global scale and with low costs.
Read moreSocial Media in Third-sector Branding. Part 1
Social media represents an unprecedented era of opportunities for third-sector organizations to communicate and interact with stakeholders in a on a global scale and with low costs.
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