Due to today’s globalized world it is possible to experience different and new food cultures in everyday life. Exotic and unusual ingredients are available at foreign food shops but the most convenient and obvious solution for a shopper is to purchase the ingredients at the same supermarket where he does his weekly shopping.
Read moreHow Brand Management can survive the Web 2.0 era
Social media has been a buzzword for a long time and the realization that companies need to use social media to interact with their consumers is not new. The shift in power, from company to consumer, has arisen as an issue (Christodoulides, 2009) in regards to more traditional brand management practices (Keller, 1993).
Read moreSocial Media Monitoring in the age of the Engaged Consumer
The 21st century has brought on rapid changes for companies, where consumers are now taking an increasingly important part in the creation of brands. Consequently, marketing has been given a new role, where brand managers are no longer the creators of the brand image, rather are seen as hosts to the new engaged consumers (Christodoulides, 2009).
Read moreBrand communities: The relationship between non-consumers and brand engagement
In today’s society, brands have become increasingly important in the everyday life of consumers. The time when brands were just a pure symbol of quality is long gone and brands are to a greater extent used as a way of expression and as a reflection of the self (Levy, 1959).
Read moreSocial media develops retail banking into the modern lifestyle of consumers online
The traditionally retail banking sector in Sweden is developing as part of the flexible society shaped by Internet and the spread of social media. This new era forces the sector to abandoned old approaches and focusing on how to engage customers to retain loyalty. As part of the development, new online consumer-focused concepts becoming serious competitors challenging the old and stereotype retail banking sector in Sweden.
Read moreInfluencer marketing - How companies can benefit from influencers to strengthen their brands
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 moreHow can companies carry out CRM effectively on social media? - The case of Halebop
We spend hours there, days, weeks; scrolling through wedding and pet photos, reading status updates about political opinions from old classmates, replying to friend requests from mothers-in-law, sharing recipes… retweeting, regramming, commenting, tagging, blogging, writing, liking, chatting, crying and laughing. Social media is no longer a buzzword belonging to the young and hip. Instead, social media has become a matter of course for millions of people around the globe.
Read moreAcademic Researchers’ Personal Branding Ensures Successful Crowdfunding
Every academic researcher knows the anxiety of submitting grant application. Oftentimes researchers are stuck in an application limbo where submission is followed with long evaluation period, resubmission, and yet another long waiting period (Gerster, 2013). The waiting may not be a great inconvenience if the grant is guaranteed, but the chance of receiving research grants has become increasingly difficult due intense competition and shrinking funding pot (Cha, 2015, Barker, 2013). As consequence, many researchers opt for alternative funding source with the hope to sustain their projects.
Read moreThe importance of honest real life stories in social media marketing
Web 2.0. in recent years has changed the whole concept of business to customer communication. Years ago it was common that marketers spent huge amount of money just to communicate one-way message about their company or product via media. TV, newspapers, and magazines were the main communication resources at that time.
Read moreHow online activism can be harmful to established brands: an example of Lego and Greenpeace
“Lego ends Shell partnership following Greenpeace campaign” (Vaughan, 2014). Such and similar headlines could be found in newspapers in October 2014, reporting the end result of a social media campaign started by Greenpeace three months earlier. The environmentalist group smartly used their social media platforms to attack the toy manufacturer, gaining support from millions of followers worldwide.
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