The Importance of Understanding the Motivations behind Consumer Brand-Related Activities on Facebook for Brand Managers
'Check-ins' a form of consumer brand-related activities on Facebook In a world dominated by social media applications and a consumer group who are no longer inhibited or afraid to ‘share’ about their recent purchases and even their personal interests, i t is vital for brand managers to understand and recognise the importance of consumer User-Generated Content (UGC) and electronic word-of-mouth (eWOM). Consumers are now “ active communicators and creators of content” , transcending the traditional role of passive recipients of marketing activity (Page & Pitt, 2011, i). Users can share adverts to other users In this article we explore the recent phenomenon of consumer brand-related activities on Facebook, with reference to my recent academic findings (Sparkes, 2013).
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