This research evaluates the prominence of Web 2.0 as a marketing strategy in the globalized world. It investigates the interaction between marketing, distribution, and consumer research, with which the new technologies of Web 2.0 offer. The history of Web 2.0 is relevantly discussed, as it sets the framework of the changing platform marketers are faced with on a routinely shifting level. After the O’Reilly Media’s Web 2.0 conference in 2004, the world slowly began to accept that there was an innovative change that would forever alter the concept of communication. Furthermore, the changing social structure of the world is evolving at a rapid pace; forms of communication have been completely transformed by social media such as twitter, Facebook, blogging and various other elements of technology. Using netnography to analyze Boohoo, Next, Very, and Zara as case studies to represent the opinions of fashion industry consumers, this research evaluates the importance of engagement between customer and company. This research compares and contrasts the effects of campaigns between the four case studies and analyzes effectiveness and strategy. By incorporating both qualitative and quantitative methods to analyze the effects of social media on companies through numerical data collections based on social analytics and an expert informant interview, this research offered an insightful perspective on the value of Web 2.0 as a marketing tool.
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Nyitray, Kimberly
MSc Business Management
2014
Published by Oxford Brookes UniversityAll rights reserved