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Social media

2013

Selected Works

Articles 1 - 2 of 2

Full-Text Articles in Marketing

Consumer Power: Evolution In The Digital Age, Lauren Labrecque Oct 2013

Consumer Power: Evolution In The Digital Age, Lauren Labrecque

Lauren Labrecque

The predictions of growing consumer power in the digital age that predated the turn of the century were fueled by the rise of the Internet, then reignited by social media. This article explores the intersection of consumer behavior and digital media by clearly defining consumer power and empowerment in Internet and social media contexts and by presenting a theoretical framework of four distinct consumer power sources: demand-, information-, network-, and crowd-based power. Furthermore, we highlight technology's evolutionary role in the development of these power sources and discuss the nature of shifts in power from marketers to consumers in terms of …

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Digital Traces For Business Intelligence: A Case Study Of Mobile Telecoms Service Brands In Greece, Giannis Milolidakis, Demosthenes Akoumianakis, Chris Kimble Dec 2012

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 …

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