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Branding in the era of Web 2.0 (and beyond)

Branding in the era of Web 2.0 (and beyond)

Over the past few decades, the Internet has transformed the way firms communicate with consumers, how consumers communicate with brands and how consumers communicate with one another. The development of social media and other platforms for user-generated content, known as Web 2.0, has created a seismic shift in the relationship between the brand and consumer and, indeed, in the very nature of branding. Gone is the day when the firm controlled brand meaning via ‘one-to-many’ mass media. In its place, is a new, ‘many-to-many’ paradigm, in which the firm and the consumer are active co-participants in the process of brand management.


Are you able to recall the brand? The impact of brand prominence, game involvement and persuasion knowledge in online-advergames,Branding in the era of Web 2.0 (and beyond),Corrigendum,Like is a verb: exploring tie strength and casual brand use effects on brand attitudes and consumer online goal achievement.,Online brand communities as heterogeneous gatherings: a netnographic exploration of Apple users,Self-presentation, privacy and EWOM in social media,Taking a bite out of Apple: jailbreaking and the confluence of brand loyalty, consumer resistance and the co-creation of value.,The moderating effect of personal features on the consequences of an enjoyable co-creation experience,When perceived ability to influence plays a role: brand co-creation in web 2.0

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