The travel sector, as the majority of industries in the market, fell dramatically after the recession crisis of 2008. According to a study conducted by Oxford Economics (Oxford Economics & Amadeus, 2010), The global arrivals decreased 4% between 2008 and 2009 and tourism receipts were 5.7% below the previous years' levels (Oxford Economics & Amadeus, 2010). There is a possibility this decrease was due to travelers spending less per journey. To survive, hotels, flights, and touristic destinations had to adapt to be more competent with their offers and services by adjusting their prices and lowering them. The latter resulted not only in an evolution of the sector but also in the formation of smarter travelers.
Read morePositive electronic Word-of-Mouth on Social Media in China How to market your business with the help of 730 million internet users
In 2010, the American fast food chain McDonald’s launched the “Love McWings” campaign in China, which became a huge success. Over two million Chinese people shared their love to McDondald’s spicy chicken wings online on social media after the campaign announcement the campaign. The company promised to hand out free chicken wings in seven McDonald’s restaurants for seven days, if one million people will participate on the Chinese McDonald’s website (Harward Business Review, 2010). An important trigger for the campaign to become so popular was a fan site set up by McDonald’s on the Chinese social platform QQ. After all, masses of people had to be restricted, because of the huge demand of free chicken wings at the seven shops (Portfolio, 2010).
Read moreCo-branding in User-Generated Images on Instragram and Likeability
Images have the ability to influence directly and are considered more credible than words spoken or written (Vilnai-Yavetz and Tifferet, 2015). Exemplified in the idiom: ‘an image is worth a thousand words’, which indicates images are able to convey many meanings that cannot be so clearly communicated in a simple text message. Currently, communication is driven by technology, which has consequently led to the social media rave. Images are being sent, posted and shared to a large extent through these means by people “seeking to construct an image of themselves” (Leary and Kowalski, 1990), increasing likeability and trying to create a desired impression (Vilnai-Yavetz and Tifferet, 2015). A key way of doing so, however, is by enhancing their status through their clothing and objects, which appear with them in their photos (Johnson et al., 2008).
Read moreThe rise of social media platforms: a stepping-stone for viral videos
The rise of social media over the last years has created a platform that enables brands to promote its offerings to the consumers in a non-traditional way. This paper will explore the concept of viral videos in a social media environment.
Read moreALGORITHM – THE SECRET BEHIND YOUR FACEBOOK NEWS FEED
Facebook is one of the most powerful social medias with billons of users. Content wise, it is not possible to absorb everything and therefore Facebook sort out the information in the News Feed. For brands, it is hard to reach out to customers on Facebook; instead there is a high risk of becoming invincible. The barrier for brands to be visible in the News Feed increased last year when Facebook decided to change its algorithm.
Read moreFrom fast food to pop-culture - A content marketing study of Quiznos’ Toasty.TV platform
Since the dawn of humanity, the art of storytelling has been of utmost importance. It has provided us with a knowledge pool, past on from former generations, enabling humans to understand their world as well as themselves. As stories were passed on from generation to generation they took part in the shaping of society and some of these stories live on to this day. But what was decisive in terms of deciding which story that were to survive over the years? Was it the morals or knowledge embedded in these stories?
Read moreWhy are social media an inevitable part of B2B?
By now, in 2016 everyone is aware of the great development of the technology, the rise of the internet and the emerged Web 2.0. Not only individuals but also businesses have witnessed those major changes and have tried to adapt to it.
Today the internet is full with different social media such as Facebook, Twitter, LinkedIn etc. that continue to develop and multiply. Furthermore, more and more people move to portable gadgets in order to be reachable everywhere and at any time. According to Kingsnorth (2015) someday this will lead to a completely mobile world where using social media as well as wearable technology will be the norm.
Read moreHow to get & suggest great ideas online: “Crowdsourcing and its main examples”
Would you like to suggest ideas to your favorite company and, hopefully, see them implemented? And you, managers, would you like your online community to provide you with new ideas? What about you, students, would you like to know more regarding Crowdsourcing? Well, if your answer is “yes”, keep reading this e-paper. In fact, the purpose of the author of this work is to give an overview of Crowdsourcing and its current examples by answering a set of questions (“What is Crowdsourcing?”, “What are the main examples of Crowdsourcing?”, “Is it worth to implement Crowdsourcing?”) with the help of literature.
Read more5 Simple Tips that every U.K. start-up business can utilise to have a winning internet marketing strategy on a budget!
Whether on a budget or with financial backing, an internet-marketing strategy can be a cost-effective solution to your business’ success!
Read moreMOBILE COMMERCE – DO CUSTOMERS USE IT OR NOT?
Mobile commerce, which tends to be referred to m-commerce, is explained to be transactions made from mobile devices on applications and websites (Zhang, Chen & Lee, 2013). Purchases made on mobile devices create benefits to customers since m-commerce let us shop anywhere at anytime (Hsi-Peng & Su, 2009). The growth in m-commerce is explained to be the rising number of mobile users and competition among businesses. However, the growth in m-commerce is low in relation to the number of mobile users (Khalifa, Cheng & Shen, 2012). Mobile users tend to avoid purchase services on their mobile devices (Cao, Lu, Gupta & Yang, 2015)
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