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In der neuen interaktiven Welt des Social Web haben Millionen normaler Menschen begonnen, eigene Botschaften über ihre geliebten – oder gehassten – Marken zu verbreiten. Angesichts der steigenden Reichweite und des großen Erfindungsreichtums des Internets können diese Hobby-Stücke ähnliche Aufmerksamkeit bei Nachfragern erlangen wie gezielte Kommunikationsmaßnahmen der markenführenden Unternehmen...
The extensive changes to Internet over the last decade have transformed its fundamental characteristics. From a network of computers developed for military purposes, it has become a network of people keen to share their knowledge and user experience. Over the coming years, this situation will inevitably change further, as the Internet of Things (IoT) becomes firmly established and even everyday objects...
In a business world where competitive pressure is constantly increasing, firms are continuously trying to differentiate themselves. The advent of Web 2.0 technologies such as social media allowed firms to communicate and interact with consumers and online users in order to collect information and to perform R&D, marketing and sales tasks. This study uses a systematic literature review in order...
The potential of Gov 2.0 to facilitate greater communication, participation, and collaboration with citizens has been debated repeatedly in recent literature. However, Gov 2.0 fails to attract a satisfying level of citizen participation and has not lived up to expectations. Therefore, governments need to rethink how to engage the digital population via Gov 2.0 to achieve public value. To engage effectively,...
In this paper, a baseline architecture of a method for the interaction among stakeholders in open innovation processes is proposed, integrating collaborative features of electronic social networks and the properties of ubiquitous environments, leveraging access everywhere and everytime. In order to propose this architecture, the layers an relations among them are proposed. After that, the components...
Open innovation is the current tendency used by companies in order to get new ideas and accomplish services/products developments. Social networks web 2.0 arise as an attractive alternative to provide simple and powerful mechanisms in which users, customers, providers and other stakeholders can communicate their ideas in a natural way. In this paper an analysis is presented about the technological...
Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But as more branding activity moves to the Web, marketers are confronted with the stark realization that social media was made for people, not for brands. In this article, we explore the emergent cultural landscape...
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