Paper discusses upcoming films’ branding on social media and its’ impact to movies’ success after releasing them to movie theaters.
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Collaborative Consumption and its implications for consumer behaviour
Considering the recent developments towards a sharing economy, the question for marketers is how the conventional perception on consumer behaviour has changed. Thus, the purpose of this paper is to examine available consumer behaviour models and discuss them by considering the emergence of collaborative consumption.
Read moreThe challenges of luxury brands’positioning on social media
Luxury brands should build distinguished images through social media to get in touch with mass targets and sustain its original brand profile simultaneously.
Read moreThe new and inherited features of the online marketing setting
This analysis aims at elaborating the mutual traits and difference between online marketing environment and traditional marketing environment by looking at the essential factors influencing the communication between brands and consumer. Factors differs the online marketing environment from the traditional one are promotion and place element in marketing mix, audience reach, and the emerge of empowered consumer. Because of the change of marketing setting, the appraisal on media marketing’s performance is therefore different in terms of the effective factors. In other words, because of the dynamic nature of online marketing setting, branding approach emphasises more on interaction with empowered consumer and the reach of audience can be more specific by tracking individual online behavior. Unique user’s database serves greater value on targeting for marketing promotion.
Read moreChildren as companies’ new customers in the internet era
Children becomes an important group of consumers targeted by companies, because they represent three markets. Thus, many marketers started to utilize new advertising techniques to attract children.
Read moreSocial media for branding a new small venture
Social media for branding a new small venture have been under researched in the literature of marketing and entrepreneurship. This paper looks if entrepreneurs use social media for branding and how.
Read moreBranding in Social Media: A mini case study with Glossybox
The paper discusses the aspect of branding in social media, and how it differs to branding in traditional media. The benefits of higher awareness, greater authenticity and continuous communication are discussed. Moreover the significant factors interactivity and co-creation are highlighted, resulting in power shifts to empowerment of the consumer. Applying these aspects to the company Glossybox, it could be seen that all of them play an important role and are being executed by the firm. A framework of the Consumer Decision Journey in social media was adopted in regard to Glossybox. It was found, that when the above-mentioned aspects apply and are being executed correctly by the company, the risk of the empowerment of users is reduced and the benefits of successful branding are visible.
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 moreHeritage brands in social media and new marketing paradigm - Kodak and Fujifilm’s experiences
A paper on how Fujifilm and Kodak coped with social media development and why Kodak went bankrupt and Fujifilm did not
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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