Businesses today face a challenging and uncertain envi- ronment as digital technology continues to advance. One particular feature of this post-modern era of marketing and technology is the ability of consumers to create and sell their own brands (Olins 2014) in a process sometime known as co-creation (Prahalad et al. 2004). Digital technology has allowed consumer power to rise dramatically, as consum- ers actively engage and interact in online spaces (Kline et al. 2003; Vargo et al. 2008). Digital technology creates a capacity to “contextualize” information, lifestyles and val- ues, consumer goods, brand content value and interactions between individuals and the product, enabling consumers to identify and define new opportunities where their personal interactions are concerned. Using digital platforms such as Facebook, Twitter, Hashtag and Instagram, consumers from different groups and communities in digital space (Sillence and Baber 2004) can interact across geographical boundaries 24 h a day, 7 days a week, expressing their enthusiasm or disdain for companies and brands, creating more choices for themselves and ultimately affecting their buying decisions (Hietanen and Rokka 2015).
Digital Society and Corporate Reputation: Towards the Next Generation of Insights
cuomo , M. T.
2020-01-01
Abstract
Businesses today face a challenging and uncertain envi- ronment as digital technology continues to advance. One particular feature of this post-modern era of marketing and technology is the ability of consumers to create and sell their own brands (Olins 2014) in a process sometime known as co-creation (Prahalad et al. 2004). Digital technology has allowed consumer power to rise dramatically, as consum- ers actively engage and interact in online spaces (Kline et al. 2003; Vargo et al. 2008). Digital technology creates a capacity to “contextualize” information, lifestyles and val- ues, consumer goods, brand content value and interactions between individuals and the product, enabling consumers to identify and define new opportunities where their personal interactions are concerned. Using digital platforms such as Facebook, Twitter, Hashtag and Instagram, consumers from different groups and communities in digital space (Sillence and Baber 2004) can interact across geographical boundaries 24 h a day, 7 days a week, expressing their enthusiasm or disdain for companies and brands, creating more choices for themselves and ultimately affecting their buying decisions (Hietanen and Rokka 2015).I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
