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Rising Power of Today's Brands: Digital Market Mavens

Rising Power of Today's Brands: Digital Market Mavens
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Author(s): Orhan Duman (Bandirma Onyedi Eylül University, Turkey)
Copyright: 2021
Pages: 25
Source title: Innovations in Digital Branding and Content Marketing
Source Author(s)/Editor(s): Subhankar Das (Duy Tan University, Vietnam) and Subhra Rani Mondal (Duy Tan University, Vietnam)
DOI: 10.4018/978-1-7998-4420-4.ch004

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Abstract

Today, businesses use communication channels, which is usually done to create brand value on consumers and to support the sale of the brand. However, it is controversial whether these efforts find the expected response in consumers. On the consumer side, there are word-of-mouth communication channels, which have become an electronic WOM (eWOM) concept after the spread of internet and social networking sites. Consumers are seeking information about products/brands and taking into account the impact and approval of certain reference groups such as market mavens. Market mavens have become much more effective in the digital environment and has reached an impact power that both affects and directs consumers via eWOM. As confidence and commitment to market mavens developed, interest in the products/brands they offered increased. Today's brands that realize the importance of market mavens will be able to survive and stand out in a competitive environment. Such brands can benefit from this marketing advantage by generating messages and content that can be viral for market mavens through eWOM.

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