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- New Media, Social Sciences, Web 1.0, Web Experience, Interent Marketing and Electronic Commerce, Ecommerce, and 15 moreInternet Marketing Strategies, Online Marketing, Social Media Marketing, Digital Marketing, Internet Marketing, Web Design, Web 2.0, Social Media, Small and medium enterprises, Social Media Education, eCommerce research, Web Marketing, Communication, E-Commerce, and Media Studiesedit
- I am intensely interested in Marketing in digital environments and in educating the future marketers. My current rese... moreI am intensely interested in Marketing in digital environments and in educating the future marketers. My current research and teaching focus on topics like: How technology shapes customer behavior and marketing practice, what is the role of social media as marketing tools and how marketers can better innovate in the new digital and multidimensional marketplace. I am also increasingly interested in the impact of the Cognitive Computing, Internet of Things, Big Data and Consumer Neuroscience (or Neuromarketing) on the future marketing practice. My objective: to contribute to research knowledge not only interesting for academia but also relevant for the field.edit
The present stage in the evolution of the Internet, commonly called Web 2.0, has revolutionized the way people communicate, interact, and share information and has radically changed the way customers search for and buy products. The... more
The present stage in the evolution of the Internet, commonly called Web 2.0, has revolutionized the way people communicate, interact, and share information and has radically changed the way customers search for and buy products. The increasing adoption of Web 2.0 applications and technologies has led to an explosion of customer-generated content and has opened new opportunities for networking and collaboration among customers. Web 2.0 applications have brought about a new media category, the Social Media, increasingly growing in importance at the cost of traditional media. The Social Media have changed the power structures in the marketplace; evidence points to a major power-migration that is taking place and to the emergence of a new breed of powerful and sophisticated customers, difficult to influence, persuade, and retain. The chapter outlines the nature, effects, and present status of the Social Media, underscoring their role as agents of customer-empowerment. It explains their aptitude and possible roles as part of the corporate marketing strategy and identifies different ways of engaging them as marketing tools. The chapter proposes two possible Social Media marketing strategies. One is a passive approach focusing on utilizing the Social Media domain as source of customer voice and market intelligence. The second is an active approach, engaging the Social Media as direct marketing and PR channels, as channels of customer influence, as tools of personalizing products, and last, but not least, developing them as platforms of co-operation and customer-generated innovation. Finally, the chapter identifies future research directions for this new element of the marketing landscape.
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The objective of this chapter is to contextualize the concepts of web atmospherics and web experience in the particular case of a shopping situation in the Internet environment. Based on a broader concept of user experience, the chapter... more
The objective of this chapter is to contextualize the concepts of web atmospherics and web experience in the particular case of a shopping situation in the Internet environment. Based on a broader concept of user experience, the chapter identifies the main influencers of consumer behaviour in the Internet environment assessing the role and degree of importance of usability, trust and other web experience dimensions on consumer decision-making processes and responses. The chapter presents the results of a research project comparing the influence of the web experience on consumer behaviour in different cultural environments; the study analyses the role of cultural differences on the online shopping behaviour of consumers from two different European countries. The study identifies several similarities and a few differences in the way web experience factors affect the decision making process and the choice of an online vendor by customers with different cultural backgrounds. The findings provide evidence of behavioural homogenization between consumers of different ethnic origin in the new global virtual marketplace
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More and more physical products have sensors embedded in them and are able to connect to the internet. This network of 'smart products' is known as the Internet of Things. These products create large amounts of data (smart product... more
More and more physical products have sensors embedded in them and are able to connect to the internet. This network of 'smart products' is known as the Internet of Things. These products create large amounts of data (smart product data) that can provide insight in the product’s environment and use context. Although this data is expected to be of great value for businesses, it is not known how the input of this data affects the key success factors of product innovation in a business context. This research studies how the input of smart product data in the New Product Development process affects the key success factors of the process, namely (1) maximized fit with customer requirements, (2) minimized development cycle time and (3) controlled development costs. By means of a literature study, an expert study and an interview with PostNL, this study was able to answer the research question. Both the literature and experts agree that smart product data will help maximize the fit ...
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This chapter explains the nature, effects and current standing of the new generation of Internet applications, commonly known as Social Media or Web 2.0, reviews their role as marketing instruments and identifies opportunities for SMEs... more
This chapter explains the nature, effects and current standing of the new generation of Internet applications, commonly known as Social Media or Web 2.0, reviews their role as marketing instruments and identifies opportunities for SMEs for engaging them as part of their marketing strategy. The chapter defines and analyses the Social Media phenomenon, identifying the main approaches corporations follow in engaging Web 2.0-based applications in order to that support, complement or improve their traditional and online marketing activities. These approaches aim at using the social Internet as source of market intelligence, communicating with customers, efficiently develop-, market- and distribute products and also improve customer relations and retention. The chapter proposes a classification of the main Social Media -based applications and their roles as passive or active marketing instruments. Based on the experience of pioneering firms the chapter identifies the main conditions and options for SMEs willing to utilize the Web 2.0 as commercial tool in order to advance their marketing operations and connect to the new consumer in the virtual and physical marketplace. While field experience so far indicates that large corporations rather than SMEs are more likely to engage in Social Media marketing the low cost, potential and apparent popularity of Social Media among customers make the domain extremely attractive for SMEs.
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Research Interests: Business, Marketing, E Marketing, Relationship Marketing, Marketing Research, and 15 moreMarketing Strategy, Marketing Management, Retailing, Social Science Research Network, Business and Management, Marketing Science, Services Marketing, Industrial marketing, Digital Marketing, Marketing Mix, P S, Marketing Effectiveness, Consumer Marketing, Return on Marketing Investment, and Commercial Services
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ABSTRACT This paper reviews a number of theoretical issues dealing with the strategic management process in fast-evolving, uncertain environments and examines the fit between theory and practice by means of two case studies, two... more
ABSTRACT This paper reviews a number of theoretical issues dealing with the strategic management process in fast-evolving, uncertain environments and examines the fit between theory and practice by means of two case studies, two successful dot.com incumbents from the first generation of Internet start-ups. Analysis of survival and growth strategies of the two virtual firms reveals interesting similarities in their evolutionary processes and corporate strategic attitudes. In both cases the company management has ensured survival and growth through rigorous organizational transformation based on very intensive, flexible and short-term- rather than long-term-oriented strategic decision making. This approach has helped out both companies not only to escape the Internet fall-out but also to build up strong brands and leading market position. As well as identifying managerial approaches, the case studies show analogies to theoretical approaches on managing the strategic process in evolving and chaotic environments.
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The physical environment where services are delivered affects individuals within it. Servicescapes or atmospherics refer to the subfield of marketing which applies environmental psychology to marketing research and studies the effect of... more
The physical environment where services are delivered affects individuals within it. Servicescapes or atmospherics refer to the subfield of marketing which applies environmental psychology to marketing research and studies the effect of environment to individuals within it. Environmental stimuli can trigger emotions, such as pleasure and arousal, and behaviors, such us approach and avoidance to individuals exposed to them; the level of arousal / non-arousal and the pleasure-displeasure experienced by individuals will determine their approach-avoidance responses. The two emotional states also interact with each other in a way that arousal intensifies both pleasant and unpleasant reactions. The paper describes the objectives and methodology of a study aiming to investigate the effect of background music stimulation on binary consumer choices. Specifically, by manipulating the tempo and BPM (Bits per Minute) of a musical piece, three different conditions will be made: a slow tempo, a m...
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The role and efficacy of online marketing in healthcare remains underexplored. The present study, focusing on one medical specialty, investigates the perceived role of the Internet and social media as marketing tools from the perspectives... more
The role and efficacy of online marketing in healthcare remains underexplored. The present study, focusing on one medical specialty, investigates the perceived role of the Internet and social media as marketing tools from the perspectives of both healthcare providers and patients. It assesses their role as communication and customer acquisition channels and identifies differences in perceptions between providers and patients. The findings suggest that the role of the Internet and social media as patient acquisition channels is limited but presence of healthcare providers in these channels is considered as important for reassuring customers. The results indicate that the online presence of healthcare providers in a web site is considered as a given fact by patients (a hygienic factor in Herzberg's terminology) while the presence in social media has a reinforcing impact (a motivating factor in Herzberg’s terminology) with important effect on trust and long-term relationships.
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During the decision-making process, consumers notice, inspect, and visually scan different products. External characteristics of a product, such as design, packaging, label, and logo, have been shown to strongly influence how customers... more
During the decision-making process, consumers notice, inspect, and visually scan different products. External characteristics of a product, such as design, packaging, label, and logo, have been shown to strongly influence how customers perceive, assess, and select a product. Marketers have put a lot of effort into determining the factors that trigger consumers’ visual attention toward products, using traditional research methods, self-reports, or observations. The use of neuroscientific tools to study consumer behavior may improve our understanding of how external characteristics influence consumers’ visual attention. Consumer neuroscience research shows that preferences for a product may already be reflected in brain activity before customers make a final decision. Using electroencephalography (EEG), we investigated whether the design of different wine labeling influences individual preferences, reflected in the neural activity related to visual attention. More specifically, we exa...
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Social interactions can trigger emotional contagion between individuals resulting in behavioral synchrony. Emotional contagion can be a very effective and attractive strategy in communication and advertising, and understanding the... more
Social interactions can trigger emotional contagion between individuals resulting in behavioral synchrony. Emotional contagion can be a very effective and attractive strategy in communication and advertising, and understanding the mechanisms underlying emotional contagion can help marketers to improve their commercial approaches or develop better ones. The purpose of this study is to review and classify the various methodologies and theoretical approaches on emotional contagion, identify the best practices in this domain, and identify ways of gaging and measuring emotional contagion. The study is based on a mini literature review. We identify different mechanisms and approaches to emotional contagion described in the literature. Emotional contagion can be triggered by facial expressions, indirect human interactions, and/or by observing other people's behavior in direct and indirect interactions. Furthermore, emotional contagion can be triggered physiologically or neurologically ...
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The objective of this study is to ascertain the effects of omni-channel retailing on the promotional strategy of retail organisations in order to better understand how to alter the promotional strategy in accordance with the ever-changing... more
The objective of this study is to ascertain the effects of omni-channel retailing on the promotional strategy of retail organisations in order to better understand how to alter the promotional strategy in accordance with the ever-changing needs of customers and ultimately provide the customer with a seamless experience. This research is based on a critical systematic literature review of articles related to the topics of ‘omni-channel retailing’ and ‘promotional strategy’. The analysis made evident that most literature is focused on developing an understanding of omni-channel retailing; uncovering consumer behaviours in omni-channel retailing; and ways to adapt promotional strategies related to merchandising, sales promotion, selling, and word of mouth. Past research is quite fractured and does not represent a holistic picture of the implications of omni-channel retailing for promotional strategy. The analysis provided in this paper provides a general guideline for researchers and p...
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and processes in various domains. Experts emphasize that AI should be developed and applied transparently and under human control as a basic requirement for wide public acceptance and adoption. While the wider public is not familiar with... more
and processes in various domains. Experts emphasize that AI should be developed and applied transparently and under human control as a basic requirement for wide public acceptance and adoption. While the wider public is not familiar with the details and possibilities of AI, opaque developments and recent events with political and social consequences increase the public anxiety and risk perceptions about this technology. Acceptance of the AI by the wider public as a disruptive, yet useful technology requires a proactive attitude and open communication between developers, users and public. This article reviews the literature on marketing theories and approaches relevant for designing communication strategies towards the wider public. Using the AIDA approach as red line, the study presents a number of guidelines on designing persuasive communicative messages responsive to the public lack of knowledge and distrust. It provides a starting point for AI evangelists and businesses engaging ...
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This research is conducted for analyzing the digitization process of a company, by investigating the role of IoT technology as a strategic tool. The core purpose is to identify factors influencing a company’s motivation for implementing... more
This research is conducted for analyzing the digitization process of a company, by investigating the role of IoT technology as a strategic tool. The core purpose is to identify factors influencing a company’s motivation for implementing IoT into its strategic plans and to gain a better understanding of the technology’s potential in general as a strategic option. This exploratory study strives for outlining the dynamics of a company's environment, potentially affecting the decision-making process with regard to IoT implementation. To do so, the ‘Unified Theory of Acceptance and Use of Technology' (UTAUT) is applied and expanded, intending to conceptualize a model that merges the identified factors. Besides studying secondary sources, represented by existing literature about digitization and IoT technology, primary data is collected in form of three interviews, leading to an evaluation of the complex topic from three different perspectives. The findings highlight the complexit...
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Usage motivations for social networking sites range from maintaining relationships to expanding social networks. Nevertheless, the increasing Social Media use has also brought disadvantages. It leads to negative psychological effects by... more
Usage motivations for social networking sites range from maintaining relationships to expanding social networks. Nevertheless, the increasing Social Media use has also brought disadvantages. It leads to negative psychological effects by the fear of missing out, and fulfilling needs as gossiping and self-presentation. Social Media users suffer from social competition and pressure to engage actively. Furthermore, increasing technostress influences their cognitive ability which leads to concentration problems, affects multitasking abilities, and produces cognitive overload. Additionally, addictive behavior has an impact on efficiency, productivity and task performance. This paper provides an overview of Social Media studies about usage intentions and psychological effects on individuals’ stress and efficiency in form of a critical literature review. It can be followed up with research on Social Media marketing considering the private Social Media behavior of customers during working time.
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Organizations often have difficulties to extract knowledge from data and selecting appropriate Machine Learning algorithms in order to develop accurate Behavioural Profiles or user segments. Moreover, marketing departments often lack a... more
Organizations often have difficulties to extract knowledge from data and selecting appropriate Machine Learning algorithms in order to develop accurate Behavioural Profiles or user segments. Moreover, marketing departments often lack a fundamental understanding on data-driven segmentation methodologies. This paper aims to develop a framework outlining Unsupervised Machine Learning algorithms for the purpose of User Profiling with respect to important data properties. A systematic literature review was conducted on the most prominent Unsupervised Machine Learning algorithms and their requirements regarding the characteristics of the dataset. A framework is proposed outlining various Unsupervised Machine Learning algorithms for User Profiling. It provides two-stage clustering strategies for categorical, numerical, and mixed types of data with respect to the data size and data dimensionality. The first stage consists of an hierarchical or model-based clustering algorithm to determine t...
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Digital platforms, such as social commerce websites, allow users to buy, interact and socialize anytime and anywhere. In this environment, users’ experience and purchase decision-making process is impacted by the online information of the... more
Digital platforms, such as social commerce websites, allow users to buy, interact and socialize anytime and anywhere. In this environment, users’ experience and purchase decision-making process is impacted by the online information of the websites, most part of it generated and shared by other users. Therefore, online consumer reviews (OCR) have a valence –positive, negative or neutral– based on users’ experience. According to Emotional Contagion theory, states of mood can be transferred from one person to the other. Hence, users’ previous experiences through OCR valence could affect other users’ states of mind. With the purpose of boosting positive optimal experiences based on Flow theory, this research main objective is to analyze how OCR valence (mainly positive, mainly negative, balanced valence and neutral OCR) can lead to different states of mind (boredom, anxiety, flow and apathy). This research is split into two studies. Study 1, through a qualitative research, explores user...
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Reviews the criticism of the 4P marketing mix framework as the basis of traditional and virtual marketing planning. Argues that the customary marketing management approach, based on the popular marketing mix 4Ps paradigm, is inadequate in... more
Reviews the criticism of the 4P marketing mix framework as the basis of traditional and virtual marketing planning. Argues that the customary marketing management approach, based on the popular marketing mix 4Ps paradigm, is inadequate in the case of virtual marketing. Identifies two main limitations of the marketing mix when applied in online environments namely the role of the Ps in a virtual commercial setting and the lack of any strategic elements in the model. Identifies the critical factors of the Web marketing and argues that the basis for successful e-commerce is the full integration of virtual activities into the company's physical strategy, marketing plan and organisational processes. The 4S elements of the Web marketing mix framework offer the basis for developing and commercialising business to consumer online projects. The model was originally developed for educational purposes and has been tested and refined by means of three case studies.
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RESUMEN: En este estudio se analizan empíricamente las principales dimensiones que, según se desprende de la literatura, conforman la experiencia del cliente on-line o «experiencia web» (ie, usabilidad, interactividad, con-fianza,... more
RESUMEN: En este estudio se analizan empíricamente las principales dimensiones que, según se desprende de la literatura, conforman la experiencia del cliente on-line o «experiencia web» (ie, usabilidad, interactividad, con-fianza, aspectos estéticos y marketing mix), con ...
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More and more companies have implemented chatbots on their websites to provide support to their visitors on a 24/7 basis. The new customer wants to spend less and less time and therefore expects to reach a company anytime and anywhere,... more
More and more companies have implemented chatbots on their websites to provide support to their visitors on a 24/7 basis. The new customer wants to spend less and less time and therefore expects to reach a company anytime and anywhere, regardless of time, location, and channel. This study provides insight into the influence of chatbots on customer loyalty. System quality, service quality, and information quality are crucial dimensions that a chatbot must meet to give a good customer experience. To make a chatbot more personal, companies can alter the language style. Human-like chatbots lead to greater satisfaction and trust among customers, leading to greater adoption of the chatbot. The results of this study showed that a connection between chatbots and customer loyalty is very likely. Besides, some customers suffer from the privacy paradox because of personalization. Implications of this study are discussed.
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Digital platforms, such as social commerce websites, allow users to buy, interact and socialize anytime and anywhere. In this environment, users’ experience and purchase decision-making process is impacted by the online information of the... more
Digital platforms, such as social commerce websites, allow users to buy, interact and socialize anytime and anywhere. In this environment, users’ experience and purchase decision-making process is impacted by the online information of the websites, most part of it generated and shared by other users. Therefore, online consumer reviews (OCR) have a valence –positive, negative or neutral– based on users’ experience. According to Emotional Contagion theory, states of mood can be transferred from one person to the other. Hence, users’ previous experiences through OCR valence could affect other users’ states of mind. With the purpose of boosting positive optimal experiences based on Flow theory, this research main objective is to analyze how OCR valence (mainly positive, mainly negative, balanced valence and neutral OCR) can lead to different states of mind (boredom, anxiety, flow and apathy). This research is split into two studies. Study 1 collected data about how individuals use and c...
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Online co-creation is popular due to the easy interaction with large numbers of customers on a global scale; increasingly, online customers are willing to spend time and effort on business innovation processes as a way to influence the... more
Online co-creation is popular due to the easy interaction with large numbers of customers on a global scale; increasingly, online customers are willing to spend time and effort on business innovation processes as a way to influence the development of products and services. Finding and attracting the innovation-minded potential co-creation partners is one of the main challenges of co-creation trajectories; understanding the attitudes and motives of innovation-minded customers is important in order to entice and recruit them as innovation partners. In a survey conducted in the Netherlands and Spain, we examined customers’ motives for participating in online co-creation processes. Two co-creator profiles were identified based on high and low degrees of motivation. We found that between twenty-five and thirty percent of on line customers are active co-creators and that Spanish customers are more enthusiastic co-creators than Dutch customers. Financial motivations are not the main reason...
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The purpose of this study is to assess whether the device type (smartphone, tablet or desktop) used to access an online shop, has any effect on the customer’s buying behavior and interaction with the site. A field experiment was conducted... more
The purpose of this study is to assess whether the device type (smartphone, tablet or desktop) used to access an online shop, has any effect on the customer’s buying behavior and interaction with the site. A field experiment was conducted on the web site of an online retailer, collecting data with web analytics tools over a period of six weeks. To validate the findings and reveal underlying reasons for certain behavioral patterns, a customer survey was used. Our main findings are that online customers use different types of devices to perform different activities at different stages of the customer journey. The device type is essential for the information amount customers receive during a shopping session. Besides, smartphone and tablet usage behavior are not similar although both are touch-screen devices. The study provides new insights into the online customer behavior, presents a new way of observational research and allows practitioners to better optimize their websites.
This paper reviews the criticism on the 4Ps Marketing Mix framework, the most popular tool of traditional marketing management, and categorizes the main objections of using the model as the foundation of physical marketing. It argues that... more
This paper reviews the criticism on the 4Ps Marketing Mix framework, the most popular tool of traditional marketing management, and categorizes the main objections of using the model as the foundation of physical marketing. It argues that applying the traditional approach, based on the 4Ps paradigm, is also a poor choice in the case of virtual marketing and identifies two main limitations of the framework in online environments: the drastically diminished role of the Ps and the lack of any strategic elements in the model. Next to identifying the critical factors of the Web marketing, the paper argues that the basis for successful E-Commerce is the full integration of the virtual activities into the company’s physical strategy, marketing plan and organisational processes. The four S elements of the Web-Marketing Mix framework present a sound and functional conceptual basis for designing, developing and commercialising Business-to-Consumer online projects. The model was originally dev...
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Due to rapid urbanization, city populations are rapidly increasing all over the world creating new problems and challenges. Solving some of these problems requires innovative approaches; one increasingly popular approach is to transform... more
Due to rapid urbanization, city populations are rapidly increasing all over the world creating new problems and challenges. Solving some of these problems requires innovative approaches; one increasingly popular approach is to transform cities to Smart Cities. Smart Cities implement innovative approaches based on IoT technologies and convert many services to digital services. These services are implemented within the different components of a Smart City, helping city administrators to improve the life of the citizens, addressing different service, security and administrative challenges. The objective of this paper is to explore and determine how three well-known cities - Nice, Palo Alto and Stockholm - implemented the Smart City concept. The study indicates that a successful implementation of a Smart City model requires addressing a number of critical challenges: citizen involvement, business collaboration and strong leadership prove to be key success factors in the Smart City development process.
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PurposeThe purpose of this article is to obtain an in-depth insight into the nature and impact of customers´ cocreation experiences in online communities and the effects of customer cocreation on innovation... more
PurposeThe purpose of this article is to obtain an in-depth insight into the nature and impact of customers´ cocreation experiences in online communities and the effects of customer cocreation on innovation processes.Design/methodology/approachThis study is focused on an online cocreation community created by a market research company on behalf of a company. By means of a case study approach and through in-depth interviews, the authors identify the actual customer experiences and measure (or assess) the degree of involvement of customer creativity and experience in new idea generation.FindingsCocreation experience can be enhanced through evoking pragmatic, sociability, usability and hedonic experiences and more positive experiences and therefore, outcomes of collaborative innovation in online communities can be achieved. Findings show a classification of each role the community moderator/community manager and peer online community members perform as antecedents of cocreation experie...
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Understanding consumers’ decision-making process is one of the most important goal in Marketing. However, the traditional tools (e,g, surveys, personal interviews and observations) used in Marketing research are often inadequate to... more
Understanding consumers’ decision-making process is one of the most important goal in Marketing. However, the traditional tools (e,g, surveys, personal interviews and observations) used in Marketing research are often inadequate to analyse and study consumer behaviour. Since people’s decisions are influenced by several unconscious mental processes, the consumers very often do not want to, or do not know how to, explain their choices. For this reason, Neuromarketing research has grown in popularity. Neuromarketing uses both psychological and Neuroscience techniques in order to analyse the neurological and psychological mechanisms that underlying human decisions and behaviours. Hence, studying these mechanisms is useful to explain consumers’ responses to marketing stimuli.This paper (1) provides an overview of the current and previous research in Neuromarketing; (2) analyzes the use of Marginal Utility theory in Neuromarketing. In fact, there is remarkably little direct empirical evid...
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ABSTRACT Individual usage of social media is expected to have a growing impact on the corporate reputation of organisations. Influential users of social media can disseminate positive or negative information and opinions about products,... more
ABSTRACT Individual usage of social media is expected to have a growing impact on the corporate reputation of organisations. Influential users of social media can disseminate positive or negative information and opinions about products, services, brands or businesses among members of their online networks in the social media spaces. The impact of such actions can often be substantial; negative information and opinions posted in social networks, blogs, online communities and forums has the potential to reach large numbers of people and substantially impact on the organisation's image and reputation. It is important for organisations to identify the online influencers - customers with important social networking impact - and identify ways to interact with them in order to respond efficiently to bad publicity or customer attacks. This study, based on extensive literature review and experts panel study based on the Delphi method, we construct a model identifying the social media influencers and the impact of these influencers on the corporate reputation.
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Addresses one of the fundamental issues of e‐marketing: how to attract and win over the consumer in the highly competitive Internet marketplace. Analyses the factors affecting the online consumer's behavior and examines how... more
Addresses one of the fundamental issues of e‐marketing: how to attract and win over the consumer in the highly competitive Internet marketplace. Analyses the factors affecting the online consumer's behavior and examines how e‐marketers can influence the outcome of the virtual interaction and buying process by focusing their marketing efforts on elements shaping the customer's virtual experience, the Web experience. Identifying the Web experience components and understanding their role as inputs in the online customer's decision‐making process are the first step in developing and delivering an attractive online presence likely to have the maximum impact on Internet users. Click‐and‐mortar firms delivering superior Web experience influence their physical clients’ perceptions and attitudes, driving additional traffic to traditional sales outlets. Provides a contribution to the theoretical debate around the factors influencing the online consumer's behavior and outlines ...
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The Social Media have changed the power structures in the marketplace; evidence points to a major power migration taking place and to emergence of a new breed of powerful and sophisticated customer, difficult to influence, persuade and... more
The Social Media have changed the power structures in the marketplace; evidence points to a major power migration taking
place and to emergence of a new breed of powerful and sophisticated customer, difficult to influence, persuade and retain.
The paper outlines the nature, effects and present status of the Social Media, underlying their role as customer empowerment
agents. It explains their aptitude and possible roles as part of the corporate Marketing strategy and identifies different ways of
engaging them as marketing tools. The paper proposes two possible Social Media marketing strategies: a. The passive
approach focusing on utilizing the Social Media domain as source of customer voice and market intelligence. b. The active
approach i.e. engaging the Social Media as direct marketing and PR channels, as channels of customer influence, as tools of
personalizing products and last but not least develop them as platforms of co-operation and customer-generated innovation.
Finally the paper identifies future research directions around this new element of the marketing landscape
place and to emergence of a new breed of powerful and sophisticated customer, difficult to influence, persuade and retain.
The paper outlines the nature, effects and present status of the Social Media, underlying their role as customer empowerment
agents. It explains their aptitude and possible roles as part of the corporate Marketing strategy and identifies different ways of
engaging them as marketing tools. The paper proposes two possible Social Media marketing strategies: a. The passive
approach focusing on utilizing the Social Media domain as source of customer voice and market intelligence. b. The active
approach i.e. engaging the Social Media as direct marketing and PR channels, as channels of customer influence, as tools of
personalizing products and last but not least develop them as platforms of co-operation and customer-generated innovation.
Finally the paper identifies future research directions around this new element of the marketing landscape