StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Relationship Marketing and Brand Involvement of Professionals - Essay Example

Cite this document
Summary
The paper "Relationship Marketing and Brand Involvement of Professionals" states that web 2.0 is not simply about the rapid changes taking place in the realm of technology. Many of the tools of Web 2.0 have strengthened community creation, participation and socialisation…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER95.8% of users find it useful
Relationship Marketing and Brand Involvement of Professionals
Read Text Preview

Extract of sample "Relationship Marketing and Brand Involvement of Professionals"

What is common in both viewpoints is the idea that the new developments in information and communication technologies certainly change the way we interact, civic engagement and community creation. Participation has the ability and potential to make a difference. The awareness about the possibilities of participation is a defining feature of the present democratic societies. “The crisis of political participation” is the product of the dilemmas of this awareness on participation (Bryan, Tsagarousianou and Tambini, 1998, p. 3). However, more electronic democracy could only be achieved through the universal availability of the internet and open discourses on the internet.

According to Bryan, Tsagarousianou and Tambini (1998), although access to information networks is a public right, the cost and private ownership of such infrastructure and technologies lead to a tension between both. Bughin, Chui, and Johnson have asserted that “companies will need a combination of incentives of encouraging customer participation” (2008, p.28). In the case study of Coloplast’s web-supported community of health care practitioners, it has been found that “web communities in the professional market build on preexisting communities, enabling community members to intensify the activities of the community to expand its reach” (Andersen, 2005, p. 49). It could be seen as an example of identity building and community creation.

In the content analysis of the sites and blogs for the 10 Democratic candidates in the 2004 US presidential election, it has been revealed that “candidates promoted interactivity online through technical means such as enabling asynchronous feedback in blog comments as well as fostering an environment of participation through textual appeals and strategy” (Trammel, 2006, p.42). Here, there is no actual participation, just networking for the purpose of vote gathering. Lillekar and Jackson point out that “the current revolution in terms of individual internet use is facilitated by Web 2.0, the key features of which allow, although they may not encourage, greater control over the way individuals communicate, the means of communication and what information is accessed, when and where” (2008, p.2). Therefore, the point is not to emphasise the inherent liberating potentials of digital tools but the radical use of such tools for identity and community rebuilding. 

Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Compare and contrast two opposite cases where Web 2.0 tools have been Essay”, n.d.)
Compare and contrast two opposite cases where Web 2.0 tools have been Essay. Retrieved from https://studentshare.org/miscellaneous/1576227-compare-and-contrast-two-opposite-cases-where-web-20-tools-have-been-used-to-build-an-identity-and-encourage-participation-and-explain-why-you-think-one-was-successful-and-the-other-wasnt
(Compare and Contrast Two Opposite Cases Where Web 2.0 Tools Have Been Essay)
Compare and Contrast Two Opposite Cases Where Web 2.0 Tools Have Been Essay. https://studentshare.org/miscellaneous/1576227-compare-and-contrast-two-opposite-cases-where-web-20-tools-have-been-used-to-build-an-identity-and-encourage-participation-and-explain-why-you-think-one-was-successful-and-the-other-wasnt.
“Compare and Contrast Two Opposite Cases Where Web 2.0 Tools Have Been Essay”, n.d. https://studentshare.org/miscellaneous/1576227-compare-and-contrast-two-opposite-cases-where-web-20-tools-have-been-used-to-build-an-identity-and-encourage-participation-and-explain-why-you-think-one-was-successful-and-the-other-wasnt.
  • Cited: 0 times

CHECK THESE SAMPLES OF Relationship Marketing and Brand Involvement of Professionals

Social Commerce and Consumer Motivations/Involvement - An UK fashion industry

Social commerce is the most rapidly adopted element of marketing and e-commerce strategy (Wiener, 2009, p.... On the other hand consumer motivation or involvement is largely explained by different involvement theories.... Social commerce: Social commerce and consumer motivation/ involvement comprise brand new marketing strategies.... They also use strategies like building brand relationships, communicating brand identity etc....
19 Pages (4750 words) Literature review

The Duality of Beer Marketing: Marketing to Businesses and Consumers

The goal of major beer producers is to link brand professionalism or exploit brand equity with business customers while establishing connective consumer relationships.... Diverse buyer segments and the inability to differentiate products highlight the methodology by which major beer producers focus on the brand establishment with consumers and businesses.... he complexity of target consumers desired by large beer producers is too difficult to express substantially, as each brand in major beer producer product lines looks to target based on lifestyle, needs fulfillment, resource procurement, or other psychographic attributes known in key market segments....
12 Pages (3000 words) Term Paper

Consumer Brand Relations

Such relations include the characters as love and passion that individuals attach to interpersonal relations and brand loyalty.... The author of the following literature review "Consumer Brand Relations" primarily mentions that marketing and advertising prove challenging to both managers and advertisers with the intense market competition that exists among brands in the global markets.... Brand management is among the main considerations in promoting relationship marketing that depends on stable consumer relationships....
8 Pages (2000 words) Literature review

Brand Identity of the Sort Film Kony 2012

The company then produced a product people could use to display their support and involvement in an effort to stop and capture Joseph Kony.... This essay "brand Identity of the Sort Film Kony 2012" makes use of the 'KONY 2012' campaign as the main case study from which reliable observations can be drawn and analyzed.... rom this case study, this research observes and identifies a powerful strategy deployed by advertisers to position their brand in a way that can be used by people who want to express certain aspects of their identity through the brand....
8 Pages (2000 words) Essay

Professional Sports Team Brand Identity

By examining the relationship between brand identity and brand associations, it is possible to trace how brand associations contribute to and become a part of brand identity.... The paper "Professional Sports Team brand Identity" highlights that while the brand is a symbol used to represent a specific company and, by extension everything that company stands for, branding refers to the practice of associating that brand with more esoteric ideas....
8 Pages (2000 words) Case Study

A New Brand of Relationship Marketing

The paper "A New Brand of relationship marketing" declares that research has uncovered a strong correlation between customer experience and loyalty.... relationship marketing has recently been a subject of much concern from researchers and marketers.... relationship marketing has been used to attain customer loyalty by way of satisfaction.... Before this question can be answered, it is fit to discuss first the important aspects of relationship marketing....
10 Pages (2500 words) Essay

Social Marketing Plan for Coca-Cola

Social media is therefore a vital marketing and public relations tool in global business practices (Thevenot, 2007, p.... The brand is commonly known for its community involvement as well as its high sales in the global market.... oca-Cola brand is a highly valued brand in the beverage and food industry.... The essay "Social marketing Plan for Coca-Cola" focuses on the critical analysis of the advantages and disadvantages of using social networking plan in Coca-Cola's marketing strategy....
7 Pages (1750 words) Essay

Social Media Marketing Strategy

This work called "Social Media marketing Strategy" describes the peculiarities of Sony's social media campaign.... According to the findings, the use of social marketing strategies in the U.... Although many businesses have not invested in social media marketing, Sony has utilized such a platform to its advantage....
6 Pages (1500 words) Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us