File Name: the internet consumer empowerment and marketing strategies .zip
- Challenges and Opportunities of Consumer Empowerment in Online Reputation Management
- The internet, consumer empowerment and marketing strategies
- Consumer Empowerment in the Internet Generation
- Playing cat and mouse: consumer empowerment and marketing interaction on the internet
By , however, this. Individual core asset development projects produce one or more reusable core assets that the organization will use to produce products in the software product line..
Jorge Costa ipdt - Institute of Tourism ipdt. Sandra Loureiro Marketing Professor iscte-iul. Pedro J. Diogo Morais Professor Psychology ulusofona.
Challenges and Opportunities of Consumer Empowerment in Online Reputation Management
Digital Advertising and Consumer Empowerment. Liselot Hudders 1 , Eva A. Growth and Success of the Digital Advertising Industry. The Internet is everywhere, giving people the opportunity to be online from the moment they wake up until they go to sleep. People are strongly tied to digital media such as tablets, laptops, and their smartphones in particular.
They are checking them multiple times a day, mainly because they offer them unlimited opportunities to keep them occupied and fulfill several needs e. As a consequence, advertisers are now able to reach consumers throughout the day with a wide range of new advertising formats. The digital advertising industry has seen an enormous growth in recent years.
A growth that is still not at its saturation. Especially mobile ad spending has known a steep increase in recent years. In the United States, digital advertising spending is even expected to exceed traditional ad spending for the first time in eMarketer, Digital advertising provides marketers with an excellent opportunity to interact with consumers and build close relationships with them.
In addition, the digital advertising tactics may bypass consumer resistance and scepticism by giving the consumer an active role in the advertising process. The consumer is no longer a passive receiver of advertising content, but an active distributor by sharing ad content with friends and acquaintances , contributor by publicly commenting on ad content and even creator by co- creating ad content for advertisers of this content. For instance, social media influencers are now producing advertising content and distributing this content among their followers e.
Furthermore, digital advertising is often integrated seamlessly with editorial or user-generated content making it harder and more effortful to detect the commercial nature of a message and take deliberate action such as avoiding or refuting the message. Research on the impact and effects of digital advertising is growing, which is reflected in a substantial and increasing number of special issues in academic journals and academic conferences that are fully devoted to digital advertising.
The current special issue follows this trend and sheds light on the active role of the consumer in the digital advertising process. Moreover, the role of empowerment is stressed.
How can consumers, and in particular young consumers, be armed to deal with commercial messages in online environments, which often require other or more advanced processing skills than traditional advertising? Before providing an insight into the studies that are included in this special issue, we discuss the specifics of digital advertising that may provide further guidance for future research in this domain.
Specifics of Digital Advertising. Due to its unique characteristics, digital advertising has become an important and indispensable chain in the advertising process. Various new advertising formats have arisen that are better able to get the message at the right place at the right target group through tailoring, to get around consumer irritation and avoidance through integration with other content both editorial and user-generated and interactively engaging the consumer through liking, sharing, commenting and other direct action links.
Last but not least, due to its targeting possibilities and partly measurable impact, digital advertising is more cost efficient compared to traditional mass media advertising. Advertisers can now easily collect or get access to a large amount of personal and context data from consumers e. Consequently, advertising messages may be more relevant to consumers e. Accordingly, due to very detailed consumer data, digital advertising offers advertisers the possibility of reaching their target groups even very narrow groups very efficiently and effectively.
For instance, a recent study of Higgins and colleagues shows that a personalized advertising message on social media congruent with the target group according to age and gender led to a higher click-through rate compared to non-personalized advertising. More insights are however needed to examine how people respond to specific types of targeted advertising e.
Furthermore, it should be examined to what extent digital advertising serves less tangible and more long term advertising outcomes, such as brand image and reputation. Advertising messages are often fully integrated into the media content e. Additionally, consumers are stimulated to interactively engage with the commercial content and the exposure time is often longer compared to traditional television commercials.
For instance, advergames engage a player with a brand for several minutes, they are cognitively demanding making sure the player is not distracted by other things as is often the case with traditional advertising and they often arouse positive emotions e. Additionally, players often need the product, brand or brand character to play the game e. On the other hand, the interactive nature is reflected in the fact that consumers can now interact with the brand directly.
They can respond to social media advertisements by liking the post or commenting on it. Especially Instagram stories offer numerous opportunities to interact with the consumer by asking them questions, organizing a poll, etc.
This may decrease the distance a consumer feels to a brand. In line with this, digital advertising also offers marketers the opportunity to decrease the gap between advertising exposure and purchase. For instance, many social media advertisements add a link to the web shop enabling consumers to purchase the product in one click. As such, Instagram stories only require one swipe-up to purchase the product. This may lead to more impulsive spending tendencies among consumers and higher sales effects of digital advertisements.
However, research on the specific interactive advertising formats and effects of interactive engagement with the advertiser is still limited. In particular, more research is needed on topics such as mobile advertising, influencer marketing, virtual and augmented reality, artificial intelligence and chat bots, etc. Digital Advertising Actively Involves the Consumer. They are not only important distributers of advertising messages spread through social media, but they also became content creators.
As such, influential social media users with a wide reach and expertise in a particular domain e. This influencer marketing has become extremely popular the past few years and influencers are used to promote a wide range of products, services and events.
For instance, a recent study showed that social media influencers who were promoting unhealthy foods vs. However, research on how these co- created commercial content affects individuals e. Minors in particular show strong engagement with digital media and spend many hours online e. These young consumers are an important target group for advertisers as they often already have their own spending power, have an important impact on the purchases of others friends, family and their preferences develop into habits in future years.
Accordingly, digital advertising formats are often used to target these young consumers. However, a study of Tanyel, Stuart, and Griffin among Millenials born between and revealed that their attitudes toward internet advertising were more negative compared to traditional advertising television, out-of-home and print advertising. Additionally, a study of Zarouali, Ponnet, Walrave, and Poels among young adolescents aged 16 to 18 shows that adolescents with a high privacy concern are more sceptical towards retargeted advertising.
Although academic research on how this target group responds to digital advertising is growing, much more research needs to be done.
Current research on how digital advertising affects minors mainly focuses on children between 7 and 12 years e. Ethical Considerations in Digital Advertising. The growing importance and persuasiveness of digital advertising is also reflected in the increasing number of initiatives from public policy makers, the advertising industry and pressure groups to regulate digital advertising and better protect the consumer.
Accordingly, many discussions arise concerning the proper disclosure of digital advertising and the transparent and ethical use of the different advertising tactics to avoid deceit e.
For instance, different European countries are currently developing a self- regulatory framework to regulate influencer marketing. Discussions arise concerning whether and when influencer marketing can be considered as advertising, how it should be disclosed and which arguments can be used by the influencers to promote the brands on their social media profiles e. Similarly, there are concerns about the use of personal data to target and personalize digital advertising.
Consumers are often unaware of the use of their data which poses threats to their privacy Boerman et al. Contents in the Current Special Issue. This issue provides a diverse set of studies that highlight various aspects of digital advertising and how these relate to consumer empowerment. The studies enhance our knowledge of the impact of digital advertising on consumers, the underlying mechanisms that explain digital advertising effects and the boundary conditions for these effects.
The focus is not only on adults, but also on how current minors as the new generation respond to, and understand, digital advertising. The studies focus on the three important characteristics of digital advertising as identified above: targeting and personalized advertising, the embeddedness of digital advertising into entertainment, and user-generated content i.
First, digital advertising offers unique opportunities to target content. Online a plethora of digital data are recorded and these can easily be used by advertisers to target and personalize their advertising. The idea is that targeted advertising reaches specific target groups that are relevant for the advertiser, thereby, reducing waste of advertising money.
In addition, digital data are used to personalize digital advertising, so advertisements become more personally relevant, attractive and therefore, more persuasive. However, the question arises, to what extent consumers have control over their personal data and their privacy. The article by Strychartz, Van Noort, Smit, and Helberger examines whether providing consumers with technical information on the personalization process can empower them to more critically cope with personalized advertising and opt-out for the service.
These data were complemented with tracking data of these respondents to record their actual opt-out behaviors. The results of this study showed only an indirect effect of obtaining technical knowledge about personalization on actual opt-out behavior through perceived severity and motivation to opt-out. Surprisingly, technical knowledge led to decreased perceptions of severity of data collection online for personalization purposes and consequently, to a lowered motivation to opt-out and eventually to a lower actual opt-out.
Accordingly, their study suggests that providing people with detailed technical information about personalization may lower their willingness to take action to protect their data and opt-out from the services. They explain this by stating that those consumers are better aware of the risks they face and they may go in a fear control process where they deny the risk.
Second, digital advertising is often embedded into entertaining content. As these forms of digital advertising are masked as being entertaining and non-commercial, consumers may find it hard to recognize digital embedded advertising.
Especially, minors have less knowledge about persuasion and advertising i. The study by Van Dam and Van Reijmersdal sheds light on the level of advertising literacy of adolescents regarding embedded advertising in online videos created by social media influencers. They demonstrate that minors are accepting of this kind of advertising, but do not show critical reflections.
The game was better able to activate a state of flow compared to the informational booklet, which in turn led to higher enjoyment of the experience and to higher perceived learning. This higher perceived learning in turn led to higher motivation to critically reflect on advertising and higher motivation to interact with the learning materials. Third, in the digital world, consumers are not only passive receivers of content, but they actively interact with content and even produce their own content.
For example, consumers post pictures with their favorite brands, they talk about brands on social media fan pages and they write reviews. The article by Lee and Park examines how writing online reviews can empower consumers. They use the consumer empowerment framework of Kucuk , distinguishing four types of consumer empowerment in the digital environment: economic, technological, legal and social power.
They conducted an extensive and comprehensive discourse analysis on a total of online product reviews published either on a popular review platform in the U. This enabled them to examine differences in consumer empowerment between the two countries, which vary greatly on the individualism-collectivism dimension. Results show that different facets of consumer power were revealed in reviews published in the U.
In particular, economic power was most frequently observed in South Korean reviews, while economic, technologic and social power compared to legal power more frequently appeared in U. Additionally, reviews in both countries mostly contained transformational messages, focusing on emotional experiences customers had with the product. While informational messages containing objective product information were dominantly used to express technologic, legal and economic power, transformational messages were merely used to express social power.
The studies in this special issue have important implications for theories on digital advertising and consumer empowerment.
The internet, consumer empowerment and marketing strategies
Arguing that increasing use of information and communication technologies ICT is shifting market power from suppliers to consumers, the ensuing consumer empowerment is presented as an unintended consequence of marketing. Marketing implications arising from this consumer empowerment are examined in terms of a process where control and management by suppliers over consumer access and enablement are increasingly difficult. Consumer empowerment is examined historically, using quality gap analysis to capture an ongoing power struggle between consumers and suppliers. This draws out the limitations of current marketing and management strategies. The different forms of marketing challenges in this new environment are discussed. In designing such strategies, consumers' familiarity with and use of ICT are both strengthened and widened, emphasising the uncontrolled nature of the consumer empowerment process.
Digital Advertising and Consumer Empowerment. Liselot Hudders 1 , Eva A. Growth and Success of the Digital Advertising Industry. The Internet is everywhere, giving people the opportunity to be online from the moment they wake up until they go to sleep. People are strongly tied to digital media such as tablets, laptops, and their smartphones in particular. They are checking them multiple times a day, mainly because they offer them unlimited opportunities to keep them occupied and fulfill several needs e. As a consequence, advertisers are now able to reach consumers throughout the day with a wide range of new advertising formats.
Consumer Empowerment in the Internet Generation
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Playing cat and mouse: consumer empowerment and marketing interaction on the internet
Skip to search form Skip to main content You are currently offline. Some features of the site may not work correctly. DOI: Vollero and A. Vollero , A. Siano Published Business.
I also want to thank to my family who has given me support from the beginning. This dissertation focuses on the concept of empowerment and how the Internet is being used as. Internet Generation is more consumer empowered than other generations while the difference. Internet empowerment E empowerment Consumer empowerment Internet Generation. Table of content, Acknowledgements i, Abstract ii, Keywords ii. List of figures Error Marcador no definido, Introduction 1.
Skip to search form Skip to main content You are currently offline. Some features of the site may not work correctly. The main goal of this work consists on the study of the consumer empowerment that the Internet Generation experiences thanks to the Internet. It also covers an explanation of the concept empowerment and how the Internet is being used as an empowering tool. A questionnaire was developed and administered to a sample of respondents to measure the empowerment experimented as a user of Internet and as a consumer. Save to Library.
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Кабинет постепенно утопал в дыму. Стало трудно дышать. Сьюзан бессильно прижалась к двери, за которой, всего в нескольких сантиметрах от нее, работала вентиляция, и упала, задыхаясь и судорожно хватая ртом воздух. Сьюзан закрыла глаза, но ее снова вывел из забытья голос Дэвида.
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