Web 2.0's Marketing Impact on Low-Involvement Consumers

Asle Fagerstrøm and Gheorghita Ghinea

What happens if you create a campaign based on the target segment's dreams of being a designer, in combination with a recognized brand and medium that have the same target segment? For SCA Libresse, the relationship with its consumers is a vital competitive factor.

Web 2.0's Marketing Impact on Low-Involvement Consumers

Asle Fagerstrøm and Gheorghita Ghinea

Since it was commercialized in 1997, the Internet has brought new benefits to marketing. In the early stage of Internet marketing, marketers focused on the medium's ability to lower costs and its greater capabilities for the distribution of information and media to a global market. In a critical examination of the Internet's commercial development, Hoffman, Novak, and Chatterjee (1995) point out that the most important consumer benefit associated with online shopping is the access to greater amounts of dynamic information to support consumers' decision making. The...

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