Marketing Commons^™

The Effects Of Visuals On Social Media Engagement Poster, Katherine Penkala

Katherine Penkala

No abstract provided.

Impact Of Internet And Social Media On Organisational Change Of Otc Medicines Marketing Management, Vasja Roblek

Vasja Roblek

Pharmaceutical companies have been forced to change their approach to selling over-the-counter (OTC) medicines because of the increased pressure on sales margins. The development of Web 2.0, Web 3.0, and social media technologies allow low-cost online marketing, including e-commerce. An organisational adaptation has to cope with the changes in the OTC drug market is required because of the widespread use of the internet and social media. The increased importance of digital media for marketing has convinced the OTC medical industry to include the use of social media in its customer relationship management strategy. Qualitative research on the impact of the …

Opportunity Or Obstacle? A Preliminary Study Of Professional Sport Organisations In The Age Of Social Media, Michelle O'Shea, Abel Alonso

Abel D Alonso

An extensive body of academic literature has acknowledged the importance that relationship marketing, community alliances and mass communications play in the marketing and branding of professional sport organisations. However, little has been directed at recent media developments and the degree to which they affect professional sport organisations. The present case study examines the ways in which three professional clubs from two different sporting codes are leveraging traditional marketing approaches as well as adapting to emergent technologies and an increasingly media-driven consumer-base. Responses clearly demonstrate the blending of traditional marketing strategies and technology, including social media, in an effort to convert …

Building A Social Media Presence From The Ground Up, Lori Snyder, Cynthia Schmidt

Lori B Snyder

No abstract provided.

Fostering Consumer-Brand Relationships In Social Media Environments: The Role Of Parasocial Interaction, Lauren Labrecque

Lauren Labrecque

Impact Of Corporate Social Responsibility On Otc Medicines Consumers, Vasja Roblek

Vasja Roblek

In the article is presented the case of trust-based marketing of over-the-counter (OTC) medicines. The relationship between the hypotheses was tested by means of structural equation modelling. The results of the first model show that the predictor variable (consumer satisfaction with safety and information) has a significant effect on the mediator variable (consumer trust). The results of the second model show that the consumer trust also has a significant effect on virtual brand loyalty (dependent variable). Model 3 was developed by including consumer perception of corporate social responsibility (CSR) and consumer trust as independent predictor variables and virtual brand loyalty …

Consumer Power: Evolution In The Digital Age, Lauren Labrecque

Lauren Labrecque

Customer Brand Engagement On Online Social Media Platforms: A Conceptual Model And Empirical Analysis, Justina Malciute, Polymeros Chrysochou

Polymeros Chrysochou

The aim of this paper is to contribute to the knowledge of a newly emerged concept of customer engagement with brands in the context of online social media platforms. Drawing on the overview of currently available academic literature and the results of a quantitative consumer study, the paper delivers a thorough investigation of the concept and proposes a conceptual model of customer brand engagement on online social media platforms. The study suggests that customer brand relationship related factors will influence the level of customer engagement, which in turn will affect the levels of behavioral loyalty and intention to recommend the …

Digital Traces For Business Intelligence: A Case Study Of Mobile Telecoms Service Brands In Greece, Giannis Milolidakis, Demosthenes Akoumianakis, Chris Kimble

Chris Kimble

Purpose – Data from social media (SM) has grown exponentially and created new opportunities for businesses to supplement their business intelligence (BI). However, there are many different platforms all of which are in a constant state of evolution. The purpose of this paper is to describe a generic methodology for the gathering of data from SM and transforming it into valuable BI.

Design/methodology/approach – The approach taken is termed virtual excavation and builds on the similarities between the manipulation of technological artefacts virtual communities using various forms of SM and the excavation and analysis of physical artefacts found in archaeological …

Pascal's Wager: The Real Or Promised Benefits Of Brand-Sponsored Brand Communities, Caroline M. Ford

Caroline M Ford

With the exponential growth of consumers using social networking sites such as Facebook, firms are driven to figure out how to exploit this new marketing medium in such a way as to add value to their brand or to further corporate goals. There is much excitement about the potential to reach millions of consumers in a nimble medium at dramatically lower costs and effort. Whether firms are realizing real return or speculating on its purported potential requires a greater understanding of the implicit model guiding the sponsorship of Virtual Brand Communities (VBC). Using a grounded theory approach, this research examines …

Online Personal Branding: Processes, Challenges, And Implications, Lauren Labrecque

Lauren Labrecque

Integrating "Employability" Into The He Curriculum: Case Studies Of Online Portfolio Implementation In The Uk, Lisa Harris, Paul Harrigan, Annette Naudin

Dr. Paul Harrigan

In today’s global market place employers are seeking high level skills of communication, networking and entrepreneurship in their potential employees. Increasingly, these skills extend to online methods of engagement through social media. The idea of the ‘digital native’ suggests that students are able to use such tools effectively, having grown up with these technologies, but more recent research suggests otherwise.

We argue that a traditional university education does not in itself equip students for the modern workplace, and that effective integration of digital research, communication and creative skills into the curriculum is required. The implementation of what we have labelled …