Consumers are online and, above all, social these days. They prefer to spend their time on social media, chat and connect with friends, read blog posts or share their favourite video with their network (Murphy & Schram, 2014). What’s more, ordinary people increasingly create content themselves – and through social media platforms it will be accessible to people all over the world. These people are also referred to as influencers and they gain increasingly power to determine the perception of a brand through the communication on social media platforms (Booth & Matic, 2011).
Read moreThe Rise of Social Media - A Double Sided Coin for Marketers
The development of Web. 2.0 technologies and rise of social media have taken most of us by surprise, marketers included, with the unexpected power shift and empowerment of consumers. The rise of social media and resulting power shift has turned the world upside down for marketers, requiring immediate adjustment to their mindsets, alteration of their strategies, and rethinking of their business approach to marketing.With the new interconnected era comes a new set of opportunities and challenges for marketers, which are to be examined shortly along with the areas in which marketers have experienced empowerment or disempowerment.
Read moreUser Generated Content - The empowerment of consumers
This article considers the empowerment of consumer due to the raise of social media and the influences of Users Generated Content on consumers’ behavior and their toward brands.
Read moreChanges in the online environment - Consumers' growing empowerment through online communities
Consumer empowerment has grown through online communities and has become a dominating channel, whereby the consumer have gained more power than ever
Read moreWhy does Strong Social Presence magnify Brand Weakness and how can International Brand Managers address this with the help of adequate Webcare?
Social media presence magnifies brand weakness. Learn about the challenges that companies and their brands face by being online and how to deal with them through adequate webcare.
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 moreCollaborative consumption – threatening markets and marketers?
Examination of today’s new empowered consumers, their drive towards collaborative consumption, and where this provides commercial opportunities for marketing.
Read moreGamification as an approach to meet the new customer in the Web 2.0 era
New channels and emerging technologies facilitate the access and sharing of information, resulting in a power-shift towards the consumer (Christodoulides, 2009). Those empowered consumers decide for themselves where, how and which voices to hear (Winer, 2009). Thus, the hitherto prevailing paradigm of push-marketing has been replaced by pull-marketing.
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