Online consumer reviews might not be as powerful as suggested. It is argued that it is the company that can gain more power than ever through online reviews – whether positive or negative
Read moreHow does eWOM within social media affect you as a consumer?
People have through all times expressed their views on current events and the latest trends. This article will look into how word of mouth travels in the modern day era of constant social media exposure. How are you as a consumer affected by other people and are you aware of the mechanisms that lies behind your buying decisions? Marketing professionals are well aware of how you make these decisions, but are you? The effect can be different depending on the type of products and brands in question, and we will see that what type of consumer you are, whether you are a novice or an expert for a specific product, will also have an impact. Lastly, we have reviewed a case that tells us more about whether the information that we receive via for instance via Instagram is authentic or not.
Read moreMarketing Luxury - how Burberry reshapes the entire notion of luxury brands through social media
During 2015, the designer brand Burberry decided to break all norms of luxury fashion with their social media activities, creating one of the most talked about marketing campaigns of the year, reaching millions of people all over the world. Here's why they did it.
Read moreSource Credibility on TripAdvisor - Whom can we trust?
Finally, it´s getting closer, my weekend trip where I´m just going to spoil myself. I´m going to stay at a nice hotel, eat a lot of nice food and just enjoy life. I can´t wait! And to get the most out from the weekend I have off course been doing my research on TripAdvisor where UGC and eWOM has guided me. I´ve booked the hotel with the highest ranking, reserved a table at the best reviewed restaurant, and decided on which shopping area to visit based on recommendations. I will have the best vacation ever!
Read moreHave brands gone from party crashers to party hosts? The rise of the empowered consumer and the invitation to co-create branded content
“From a world where the brand sets the agenda, to a world where consumers decide if and when brands are invited in” (Fournier and Avery, 2011, p. 206)
Only two decades ago, branded messages was created and distributed on a one-to-many basis: brands spoke in monologues to the masses. Much has changed with the rise of social media, and conversations between brands and consumers are now made more democratically. This post will shine light on how brands and brand management have adapted to the connected and empowered consumers, and gone from uninvited in the people-to-people interaction to an initiator of engagement.
Read moreTHE POWER OF FASHION BLOGS AS CUSTOMER TOUCH POINTS - PART II
The following case studies will show three examples of influential fashion blogs. Firstly, a brief outline of the blog background will be given and secondly, it will be shown how the blogs have managed to incorporate leading fashion brands into their blog communication by giving an example of one significant blog post each.
Read moreThe Power Of Fashion Blogs As Customer Touch Points: How Digital Opinion Leaders Can Engage Potential Customers In Brand Conversation Through Electronic Word Of Mouth
The internet as it is known today, has changed the way customers shop for their brands of choice. Physical customer-brand-interaction is being joined by digital interaction. However, potential and existing customers do not solely inform themselves about brand innovations on a brand’s official website but secondary sources, such as online communities, have gained popularity for consumers in order to seek information, be entertained or pursue social relationships (Kulmala et al. 2013).
Read moreHow have blogs changed consumer behavior and how can marketers utilize blogs in digital marketing
How has the consumer behavior changed after the Internet became more of a social platform?Once the social aspects of the Internet came along a term called Web 2.0. was created. Web 2.0 indicates a platform that enables people to create and distribute all kind of content online (Berthon et al, 2012). Social media changed the whole nature of searching and sharing information.
Read moreOnline word-of-mouth and its key characteristics to manage it effectively
Online or electronic word-of-mouth (eWOM) has been defined as “any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet” (Hennig-Thurau, Gwinner, Walsh & Gremler, 2004, p. 39). Moreover, eWOM also includes opinions and share of information not only about products but also about services and brands (Jalilvand, Esfahani, & Samiei, 2011). In this post I will address the question: what are key characteristics of eWOM that companies need to know in order to manage it effectively?
Read moreSocial Media Marketing for Building a Strong E-loyalty
In the past few years, we have seen radical changes and advances on the Internet, which has brought new opportunities and challenges in not only our lifestyle but also various business over the world. The Internet has a great power beyond imagination. Especially, The Internet is more meaningful when it comes to business performances. It is not optional anymore but mandatory to make use of the Internet in business perspective.
The start of the digital marketing is probably from the advent of web 2.0. People started to use the terminology, web 2.0, to illustrate a new platform whereby content and applications are not created and issued by individuals anymore, but instead are continuously updated and changed by all users on the Internet where people can easily access (Kaplin & Haenlein, 2010).
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