What new marketing channel is used by many companies today?
Now when Web 2.0 applications are becoming to be in every aspect of our lives, brands and businesses are looking for the opportunities to use the power of this new marketing channel to promote their products and services. In particular, the web has created the opportunities for electronic word‐of‐mouth (eWOM) communication through electronic media, such as online discussion forums, electronic bulletin board systems, newsgroups, blogs, review sites, and social networking sites. eWOM communication through electronic media allows consumers to not only to find the information related to goods and services from the few people they know but also from a vast, geographically dispersed group of people, who have experience with relevant products or services.
Evolvement of the social networking sites (SNS) has risen these years dramatically. Laroche suggests that consumers use SNS in order to find and learn information about products, services and brands. All these trends lead to increasing numbers of bloggers, who try to earn money and fame by doing some kind of content online, e.g. filming vlogs, making music, making funny videos talking, writing blogs and many other kinds of content. Moreover, bloggers are very important when considering WOM strategies, as bloggers were increasingly important ‘new influencers’.