While we live in a highly digitalised world since quite some time now, I wonder why so many companies still struggle with the integration of “online and offline” channels in distribution and communication. Why do I assume that they are struggling? Because, as a Master’s student in marketing and consumption, this is exactly what University urges us to solve in the future. You find it in job descriptions and in journal articles.
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.
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