Digital Branding - A phenomenon empowered by the Internet and the rising importance of Social Media

Digital Branding - A phenomenon empowered by the Internet and the rising importance of Social Media

Author: Amelie Lorenzen

Publisher: GRIN Verlag

Published: 2013-01-09

Total Pages: 11

ISBN-13: 3656348030

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Seminar paper from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 9,2, Maastricht University (University College Maastricht), language: English, abstract: The Internet has revolutionized the world in many ways. Recently, it seems that both people and organizations have gone all digital. This paper shall give an explanation of Reitkopf’s statement on marketing by investigating to what extent the Internet has affected the world of corporate branding and elaborating on advantages and pitfalls of this medium. Arguably, digital branding can be a highly valuable online marketing tool if, and only if, an organization wins the challenge to understand its customers, to successfully establish a positive customer-brand relationship, and to have a comparative advantage over its online competitors. The structure of this paper his threefold. In the first part, it will derive implications of the Internet and social media on branding in general by elucidating advantages and disadvantages of the digital world. Secondly, the essay will focus on a specific aspect of the so-called I-branding (Simmons,2007), namely co-creation of brands. Lastly, a case study of the sports brand Nike will further clarify the meaning of I-branding and will provide examples for the advantages and disadvantages mentioned in the first part.


Book Synopsis Digital Branding - A phenomenon empowered by the Internet and the rising importance of Social Media by : Amelie Lorenzen

Download or read book Digital Branding - A phenomenon empowered by the Internet and the rising importance of Social Media written by Amelie Lorenzen and published by GRIN Verlag. This book was released on 2013-01-09 with total page 11 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 9,2, Maastricht University (University College Maastricht), language: English, abstract: The Internet has revolutionized the world in many ways. Recently, it seems that both people and organizations have gone all digital. This paper shall give an explanation of Reitkopf’s statement on marketing by investigating to what extent the Internet has affected the world of corporate branding and elaborating on advantages and pitfalls of this medium. Arguably, digital branding can be a highly valuable online marketing tool if, and only if, an organization wins the challenge to understand its customers, to successfully establish a positive customer-brand relationship, and to have a comparative advantage over its online competitors. The structure of this paper his threefold. In the first part, it will derive implications of the Internet and social media on branding in general by elucidating advantages and disadvantages of the digital world. Secondly, the essay will focus on a specific aspect of the so-called I-branding (Simmons,2007), namely co-creation of brands. Lastly, a case study of the sports brand Nike will further clarify the meaning of I-branding and will provide examples for the advantages and disadvantages mentioned in the first part.

Digital and Social Media Marketing

Digital and Social Media Marketing

Author: Nripendra P. Rana

Publisher: Springer Nature

Published: 2019-11-11

Total Pages: 337

ISBN-13: 3030243745

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This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.


Book Synopsis Digital and Social Media Marketing by : Nripendra P. Rana

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

User Innovation and the Entrepreneurship Phenomenon in the Digital Economy

User Innovation and the Entrepreneurship Phenomenon in the Digital Economy

Author: Isaias, Pedro

Publisher: IGI Global

Published: 2017-10-31

Total Pages: 357

ISBN-13: 152252827X

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The digital economy is a main driver of change, innovation, and competitiveness for various companies and entrepreneurs. Exploring developments in these initiatives can be used as vital tools for future business success. User Innovation and the Entrepreneurship Phenomenon in the Digital Economy is an essential reference source for emerging scholarly research on innovative aspects of design, development, and implementation of digital economy initiatives, highlighting the relationship and interaction between humans and technology in modern society. Featuring coverage on a broad range of topics such as electronic commerce, brand promotion, and customer loyalty, this book is ideally designed for academicians, researchers, students, and managers seeking current research on the digital economy.


Book Synopsis User Innovation and the Entrepreneurship Phenomenon in the Digital Economy by : Isaias, Pedro

Download or read book User Innovation and the Entrepreneurship Phenomenon in the Digital Economy written by Isaias, Pedro and published by IGI Global. This book was released on 2017-10-31 with total page 357 pages. Available in PDF, EPUB and Kindle. Book excerpt: The digital economy is a main driver of change, innovation, and competitiveness for various companies and entrepreneurs. Exploring developments in these initiatives can be used as vital tools for future business success. User Innovation and the Entrepreneurship Phenomenon in the Digital Economy is an essential reference source for emerging scholarly research on innovative aspects of design, development, and implementation of digital economy initiatives, highlighting the relationship and interaction between humans and technology in modern society. Featuring coverage on a broad range of topics such as electronic commerce, brand promotion, and customer loyalty, this book is ideally designed for academicians, researchers, students, and managers seeking current research on the digital economy.

Sport, Racism and Social Media

Sport, Racism and Social Media

Author: Neil Farrington

Publisher: Routledge

Published: 2017-07-14

Total Pages: 157

ISBN-13: 1134473648

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Racist abuse may at one time have been hurled across the sports stadium or scrawled on a wall. But in today’s social media world it can be published to millions, from almost anywhere, in an instant. Sport, Racism and Social Media provides the first significant, academic account of how social media is shaping the nature of racisms in sport. Among the questions it addresses are: How, and why, is racism being expressed across different social media platforms and sporting contexts? To what extent is social media providing new platforms for traditional prejudices or actually creating new forms of racism? How can campaigners, authorities and individuals best challenge and counter these forms of racism? Combining analysis of social media content with in-depth interviews with athletes, fans, campaigners and officials, and including extensive case studies of soccer, boxing, the NHL, the NBA, and cricket, the book provides important new insights on a familiar but ever changing story. It is essential reading for any student, researcher, media professional, administrator or policy-maker with an interest in sport, new media or the issue of racism in wider society.


Book Synopsis Sport, Racism and Social Media by : Neil Farrington

Download or read book Sport, Racism and Social Media written by Neil Farrington and published by Routledge. This book was released on 2017-07-14 with total page 157 pages. Available in PDF, EPUB and Kindle. Book excerpt: Racist abuse may at one time have been hurled across the sports stadium or scrawled on a wall. But in today’s social media world it can be published to millions, from almost anywhere, in an instant. Sport, Racism and Social Media provides the first significant, academic account of how social media is shaping the nature of racisms in sport. Among the questions it addresses are: How, and why, is racism being expressed across different social media platforms and sporting contexts? To what extent is social media providing new platforms for traditional prejudices or actually creating new forms of racism? How can campaigners, authorities and individuals best challenge and counter these forms of racism? Combining analysis of social media content with in-depth interviews with athletes, fans, campaigners and officials, and including extensive case studies of soccer, boxing, the NHL, the NBA, and cricket, the book provides important new insights on a familiar but ever changing story. It is essential reading for any student, researcher, media professional, administrator or policy-maker with an interest in sport, new media or the issue of racism in wider society.

Strengthening SME Performance Through Social Media Adoption and Usage

Strengthening SME Performance Through Social Media Adoption and Usage

Author: Qalati, Sikandar Ali

Publisher: IGI Global

Published: 2023-03-17

Total Pages: 307

ISBN-13: 1668457717

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Small and medium-sized enterprises (SMEs) are recognized as the backbone of today’s world economy. However, SMEs are well known for having limitations and acceptance barriers in adopting new technology even though the internet and communications channel’s revolution has changed the way people conduct business today. Further, the COVID-19 pandemic has disturbed the operations of SMEs and increased the burden on social media application globally. It is essential that SMEs utilize social media to strengthen their performance. Strengthening SME Performance Through Social Media Adoption and Usage explores experiences in different technological, managerial, organizational, and entrepreneurial environmental issues. It focuses on different conceptions of factors and consequences influencing social media usage and SME performance. Covering topics such as corporate social responsibility, marketing frameworks, and social media adoption, this premier reference source is a valuable resource for entrepreneurs, business leaders and managers, human resource managers, marketers, consultants, students and educators of higher education, librarians, researchers, and academicians.


Book Synopsis Strengthening SME Performance Through Social Media Adoption and Usage by : Qalati, Sikandar Ali

Download or read book Strengthening SME Performance Through Social Media Adoption and Usage written by Qalati, Sikandar Ali and published by IGI Global. This book was released on 2023-03-17 with total page 307 pages. Available in PDF, EPUB and Kindle. Book excerpt: Small and medium-sized enterprises (SMEs) are recognized as the backbone of today’s world economy. However, SMEs are well known for having limitations and acceptance barriers in adopting new technology even though the internet and communications channel’s revolution has changed the way people conduct business today. Further, the COVID-19 pandemic has disturbed the operations of SMEs and increased the burden on social media application globally. It is essential that SMEs utilize social media to strengthen their performance. Strengthening SME Performance Through Social Media Adoption and Usage explores experiences in different technological, managerial, organizational, and entrepreneurial environmental issues. It focuses on different conceptions of factors and consequences influencing social media usage and SME performance. Covering topics such as corporate social responsibility, marketing frameworks, and social media adoption, this premier reference source is a valuable resource for entrepreneurs, business leaders and managers, human resource managers, marketers, consultants, students and educators of higher education, librarians, researchers, and academicians.

The SAGE Handbook of Social Marketing

The SAGE Handbook of Social Marketing

Author: Gerard Hastings

Publisher: SAGE

Published: 2011-11-15

Total Pages: 470

ISBN-13: 144625447X

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For the first time, this benchmark handbook brings together a systematic framework and state-of-the-art thinking to provide complete coverage of the social marketing discipline. It presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments by: - examining the defining elements of social marketing, their intellectual origins, evolution, current status and direction of travel; - discussing how these have been used in practice, emphasising emerging areas and recent innovations; and - setting the agenda for future research and development in the discipline. For academics, this book will fill the gap in comprehensive social marketing literature, while being of interest to policymakers and post-graduate marketing and health studies students alike as it explores the idea that tools used to market fast-moving consumer goods and financial services can also be applied to pressing social problems.


Book Synopsis The SAGE Handbook of Social Marketing by : Gerard Hastings

Download or read book The SAGE Handbook of Social Marketing written by Gerard Hastings and published by SAGE. This book was released on 2011-11-15 with total page 470 pages. Available in PDF, EPUB and Kindle. Book excerpt: For the first time, this benchmark handbook brings together a systematic framework and state-of-the-art thinking to provide complete coverage of the social marketing discipline. It presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments by: - examining the defining elements of social marketing, their intellectual origins, evolution, current status and direction of travel; - discussing how these have been used in practice, emphasising emerging areas and recent innovations; and - setting the agenda for future research and development in the discipline. For academics, this book will fill the gap in comprehensive social marketing literature, while being of interest to policymakers and post-graduate marketing and health studies students alike as it explores the idea that tools used to market fast-moving consumer goods and financial services can also be applied to pressing social problems.

Information Materials

Information Materials

Author: Manuel Kretzer

Publisher: Springer

Published: 2016-11-03

Total Pages: 191

ISBN-13: 3319351508

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This book considers the potential of new, smart materials and their use in architecture. It begins with an overview of current global tendencies (technological, demographic, and socio-anthropological) and their relevance for architectural design. Expanding upon approaches for flexible design solutions to address change and uncertainty, Dr. Kretzer begins by exploring adaptive architecture and proceeds to introduce the topic of “information materials,” which encompasses smart and functional materials, their current usage, and their potential for the creation of future spaces. The second chapter provides a comprehensive overview of architectural materials, past and present, split into the topics: natural, industrial, synthetic, digital, and information materials. Chapter three introduces an educational approach for the mediation of information material usage in design courses and student workshops. The final section provides detailed information on a range of emerging material phenomena, including aerogels, bioluminescence, bio plastics, dye-sensitized solar cells, electroluminescent displays, electroactive polymers, soft robotics, and thermochromics. Each section explains its respective history, working principles, fabrication and (potential) usage in architecture and design, and provides hands-on tutorials on how to self-produce these materials, and displays class-tested experimental installations. The book concludes with an outlook into the domain of synthetic biology and the prospects of a “living” architecture. It is ideal for students of structural materials engineering, architecture, and urban planning; professionals working these in areas, as well as materials science/engineering and architecture educators.


Book Synopsis Information Materials by : Manuel Kretzer

Download or read book Information Materials written by Manuel Kretzer and published by Springer. This book was released on 2016-11-03 with total page 191 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book considers the potential of new, smart materials and their use in architecture. It begins with an overview of current global tendencies (technological, demographic, and socio-anthropological) and their relevance for architectural design. Expanding upon approaches for flexible design solutions to address change and uncertainty, Dr. Kretzer begins by exploring adaptive architecture and proceeds to introduce the topic of “information materials,” which encompasses smart and functional materials, their current usage, and their potential for the creation of future spaces. The second chapter provides a comprehensive overview of architectural materials, past and present, split into the topics: natural, industrial, synthetic, digital, and information materials. Chapter three introduces an educational approach for the mediation of information material usage in design courses and student workshops. The final section provides detailed information on a range of emerging material phenomena, including aerogels, bioluminescence, bio plastics, dye-sensitized solar cells, electroluminescent displays, electroactive polymers, soft robotics, and thermochromics. Each section explains its respective history, working principles, fabrication and (potential) usage in architecture and design, and provides hands-on tutorials on how to self-produce these materials, and displays class-tested experimental installations. The book concludes with an outlook into the domain of synthetic biology and the prospects of a “living” architecture. It is ideal for students of structural materials engineering, architecture, and urban planning; professionals working these in areas, as well as materials science/engineering and architecture educators.

Organizations and Social Networking: Utilizing Social Media to Engage Consumers

Organizations and Social Networking: Utilizing Social Media to Engage Consumers

Author: Li, Eldon Y.

Publisher: IGI Global

Published: 2013-05-31

Total Pages: 445

ISBN-13: 1466640278

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The modern business landscape demands that organizations maintain an online presence to network with their customers and investors. Therefore, understanding the link between social media and e-business is an important first step in cultivating these internet-based relationships. Organizations and Social Networking: Utilizing Social Media to Engage Consumers provides a broad investigation into the use of social technologies in business practices through theoretical research and practical applications. This book explores the opportunities and challenges brought about by the advent of various 21st century online business web tools and platforms, presenting professionals and researchers in e-business, social marketing, online collaborative communities, and social analytics with cutting-edge information and technological developments to implement in their own enterprises. This book is part of the Advances in Marketing, Customer Relationship Management, and E-Services series collection.


Book Synopsis Organizations and Social Networking: Utilizing Social Media to Engage Consumers by : Li, Eldon Y.

Download or read book Organizations and Social Networking: Utilizing Social Media to Engage Consumers written by Li, Eldon Y. and published by IGI Global. This book was released on 2013-05-31 with total page 445 pages. Available in PDF, EPUB and Kindle. Book excerpt: The modern business landscape demands that organizations maintain an online presence to network with their customers and investors. Therefore, understanding the link between social media and e-business is an important first step in cultivating these internet-based relationships. Organizations and Social Networking: Utilizing Social Media to Engage Consumers provides a broad investigation into the use of social technologies in business practices through theoretical research and practical applications. This book explores the opportunities and challenges brought about by the advent of various 21st century online business web tools and platforms, presenting professionals and researchers in e-business, social marketing, online collaborative communities, and social analytics with cutting-edge information and technological developments to implement in their own enterprises. This book is part of the Advances in Marketing, Customer Relationship Management, and E-Services series collection.

Digital Disruption in Marketing and Communications

Digital Disruption in Marketing and Communications

Author: Edoardo Magnotta

Publisher: Routledge

Published: 2019-10-18

Total Pages: 418

ISBN-13: 0429515464

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This book sets out the new frontier of marketing and communication through real case histories. Companies must rethink their traditional approaches to successfully face the upcoming challenges. They must learn how to innovate and change things when they go well. New emerging technologies such as AI and IoT are the new frontiers of the digital transformation that are radically changing the way consumers and companies communicate and engage with each other. Marketing makes a company a change-maker, while communications tell the story to engage customers and stakeholders. The book introduces brand positioning (to match brand values and consumers’ attributes), and brand as human being (to raise trust, loyalty and engagement among customers and stakeholders), through Enel X and its partnership with Formula E in the e-mobility case, and the PMI case (its disruptive effect on tobacco industry). After a deep analysis of the disruptive effects on business models of the digital transformation, the book explores digital communications through the Pietro Coricelli case (how a well-designed digital strategy can raise reputation and sales). The book also provides a new holistic approach and identifies a future leader, through the H-FARM case (how to disrupt business models and education). The book is aimed at researchers, students and practitioners, and provides an improved understanding of marketing and communications, and the evolution of the strategic, organisational, and behavioural model.


Book Synopsis Digital Disruption in Marketing and Communications by : Edoardo Magnotta

Download or read book Digital Disruption in Marketing and Communications written by Edoardo Magnotta and published by Routledge. This book was released on 2019-10-18 with total page 418 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book sets out the new frontier of marketing and communication through real case histories. Companies must rethink their traditional approaches to successfully face the upcoming challenges. They must learn how to innovate and change things when they go well. New emerging technologies such as AI and IoT are the new frontiers of the digital transformation that are radically changing the way consumers and companies communicate and engage with each other. Marketing makes a company a change-maker, while communications tell the story to engage customers and stakeholders. The book introduces brand positioning (to match brand values and consumers’ attributes), and brand as human being (to raise trust, loyalty and engagement among customers and stakeholders), through Enel X and its partnership with Formula E in the e-mobility case, and the PMI case (its disruptive effect on tobacco industry). After a deep analysis of the disruptive effects on business models of the digital transformation, the book explores digital communications through the Pietro Coricelli case (how a well-designed digital strategy can raise reputation and sales). The book also provides a new holistic approach and identifies a future leader, through the H-FARM case (how to disrupt business models and education). The book is aimed at researchers, students and practitioners, and provides an improved understanding of marketing and communications, and the evolution of the strategic, organisational, and behavioural model.

Tourism, Sanctions and Boycotts

Tourism, Sanctions and Boycotts

Author: Siamak Seyfi

Publisher: Routledge

Published: 2019-11-06

Total Pages: 198

ISBN-13: 1000769836

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This is the first book to provide a comprehensive account of sanctions and boycotts in tourism and the economic and ethical complexities that policy makers, tourists, tourism destinations, and businesses face. Sanctions and boycotts are an important feature of the global tourism system and the emerging ethics of tourism. Sanctions and embargoes are increasingly used as coercive instruments of diplomacy and foreign policy by the United Nations, supranational organizations, the US, and other nations to change the actions and behaviors of countries, organizations, businesses, and individuals. At the same time, boycotts and buycotts are a growing feature of political consumerism and interest group activism. Tourism and hospitality destinations, attractions, and businesses can be profoundly affected by this, with the legacy of a negative image lasting for decades. International travel to some destinations may be severely restricted, financial investment and supply chains disrupted, and, in the most comprehensive sanctions and boycotts, substantial economic and personal hardship may be experienced. This book is of interest not only to policy makers, destination management and marketing organizations, and students of crisis and politics in tourism and hospitality but also those who seek to address the interrelationships between sanctions, tourism destinations and attractions, and the tourists who boycott them.


Book Synopsis Tourism, Sanctions and Boycotts by : Siamak Seyfi

Download or read book Tourism, Sanctions and Boycotts written by Siamak Seyfi and published by Routledge. This book was released on 2019-11-06 with total page 198 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the first book to provide a comprehensive account of sanctions and boycotts in tourism and the economic and ethical complexities that policy makers, tourists, tourism destinations, and businesses face. Sanctions and boycotts are an important feature of the global tourism system and the emerging ethics of tourism. Sanctions and embargoes are increasingly used as coercive instruments of diplomacy and foreign policy by the United Nations, supranational organizations, the US, and other nations to change the actions and behaviors of countries, organizations, businesses, and individuals. At the same time, boycotts and buycotts are a growing feature of political consumerism and interest group activism. Tourism and hospitality destinations, attractions, and businesses can be profoundly affected by this, with the legacy of a negative image lasting for decades. International travel to some destinations may be severely restricted, financial investment and supply chains disrupted, and, in the most comprehensive sanctions and boycotts, substantial economic and personal hardship may be experienced. This book is of interest not only to policy makers, destination management and marketing organizations, and students of crisis and politics in tourism and hospitality but also those who seek to address the interrelationships between sanctions, tourism destinations and attractions, and the tourists who boycott them.