Web 2.0: Conceptual foundations and marketing issues

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Constantinides, Efthymios and Fountain, Stefan J. (2008) Web 2.0: Conceptual foundations and marketing issues. Journal of Direct, Data and Digital Marketing Practice , 9 (3). pp. 231-244. ISSN 1746-0166

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Abstract:This paper identifies the technological and commercial foundations of the new category of online applications commonly described as Web 2.0 or Social Media. It examines the relevance of Web 2.0 for Marketing Strategy and for Direct Marketing in particular. The issue is not a clear-cut one: while several observers saw in Web 2.0 a new stage in the evolution of the internet, others simply rejected it as a new High-Tech hype while there is still no generally accepted definition and demarcation of the term. Paradoxically, even without an accepted definition and despite lack of extensive research, the corporate world seems to embrace the Web 2.0 concept: high-profile mergers and acquisitions have already taken place or are under way while corporations are rushing to integrate various forms of social media into their marketing planning. The experience so far, based to a large degree on anecdotal evidence, is that Web 2.0 has a substantial effect on consumer behaviour and has contributed to an unprecedented customer empowerment. The consequences are far reaching, affecting not only the area of technology development but also the domains of business strategy and marketing. From the academic but also the practical point of view, attention must be placed on the demarcation and evaluation of the new technologies and trends so that the real value of Web 2.0 as a component of the modern marketing can be determined.
Item Type:Article
Copyright:Palgrave Macmillan Ltd
Faculty:
Management and Governance (SMG)
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Link to this item:http://purl.utwente.nl/publications/60313
Official URL:http://dx.doi.org/10.1057/palgrave.dddmp.4350098
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