How airlines used social media to communicate to stakeholders during the crisis that followed the volcanic eruption.
Read moreGamification as a Game Changer? A Comprehensive Guide to Gamification and How to Get it Right
Undoubtedly, Gamification has been one of the most important digital buzzwords in the past few years. It is an essential part of many successful websites and applications, it can skyrocket engagement rates to unprecedented levels and it is able to make people really love your brand. But why is gamification so incredibly powerful?
Read moreElectronic Red Envelopes in China: How can companies develop marketing with Electronic Red Envelopes through Sina Weibo as example case
There is a new phenomenon in China nowadays: Delivering Electronic-Red Envelope (E-Red Envelope) during festival days. The E-Red Envelope has already been popular for three years, and according to ‘China Internet Red Envelopes big data report’ released by think-tank of Tencent in 2016, almost all the "Get an E-Red Envelope" data published has reached a new peak of the history after the just past New Year holiday. On the day of the New Year's Eve, there were over 0.4 billion internet users participated in the ’Get a Red Envelope’ activity and the total amount of the Red Envelopes sent and received were over 10 billion. (He, 2016)
Read moreHow to Build Brand Awareness and Engagement on Instagram
A study by Christodoulides (2009) illustrates that internet and technology have strongly affected on brandsphere. Brand managers role has changed from guardian to host and they have understood that one-side communication is not enough anymore and they should shift to many-to-many communication where consumers are allowed to communicate with the firm and other consumers. Christodoulides (2009) states that before the internet, brand manager used to act like control freak which is not feasible in online world. Today, branding is about creating relationships, interaction and generating better value to the customers. Building and sharing user generated content should be facilitated by companies because it has a powerful impact on building and improving relationship amongst brands, consumers and brand communities. Internet has also offered new opportunities for companies as they can benefit from personalization and customization for instance in case of NikeID.com, where consumer can design trainers themselves from a variety of options.
Read moreCompanies are sponsoring bloggers posts to attract consumers
Blogging has grown to a trendy phenomenon during the past decade. According to Kietzmann, Hermkens and McCarthy (2011) blogs were introduced to the public in the late 90s and ever since blogs’ popularity has grown. Nowadays the Internet holds more than 100 million blogs and there are even own Internet search engines devoted to them (Kietzmann, Hermkens & McCarthy, 2011). Therefore consumer blogs hold a great potential for marketers, advertisers and many more. Gummerus, Liljander and Söderlund (2015) point out how cynicism against ordinary advertising has risen. This has stressed the need for companies to find other ways to reach their customers (Gummerus, Liljander & Söderlund, 2015). It is said that the way marketing is done, is changing because social network marketing has affected the scene in a larger scale. These days consumers want more interaction, not one way monologue coming from the marketer...
Read morePositioning of Online Dating Websites - Application of a Brand/Market Oriented Framework
There has been a removal of the social stigma surrounding the use of online dating in recent years. So much so, that Slater (2013) even talks about how the social norms around meeting and dating have been completely redefined in the last couple of years so that dating is inextricably linked with technology and the Internet. Traditionally, online dating was meant for a customer base whose needs were not being sufficiently met under traditional matchmaking methods (Smith, 2005) and perhaps this gives us an insight into why there have been a stigma linked with having a profile on a dating website until a couple of years ago.
Read moreHow Online Celebrities are Born
he constantly growing number of social media platforms enable the growth and progression of online celebrities. With the assistance and accessibility of social media websites people have the freedom to verbalize, illustrate and communicate their views on various matters. From anonymous information-seekers, through virtual community experts to online influencers, people become heard and more powerful. Thanks to regular participation in a co-creation process, many social media users manage to build their own fandom and decide to share with others their personal experience and knowledge, in the end becoming digital influencers or even online celebrities.
Read moreWhat is the importance of influencer marketing and social media for the tourism industry, particularly in emerging destinations
Several industries from the likes of fashion to technology are accustomed to seasonal changes and trends. One such industry is that of travel and tourism in which the trembles and pace at which an industry changes is felt significantly.
Read moreWhen Sharing isn’t Sharing Anymore aka A critical view on the sharing economy
This paper starts with an explanation about what the sharing economy is defined as. The sharing economy has been there for a while but recently become more spread because of the internet. We trust people more than companies, however the intermediaries such as Airbnb, who actually facilitate transparency, infrastructureand regulation are capitalizing the share economy. Then the paper discusses more critical issues regarding the sharing economy - which was from an original utopian point of view meant as social commerce, rather than monetary incentives. Making it question whether the sharing economy is really as romantically as it is mentioned sometimes. All services are being commercialized while some should maybe not be shared or should remain non-commercialized. The sharing economy may even lead to exploitation on some ends. The paper is concluded with critical and philosophical questions for future thinking.
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.
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