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A Study on Interactivity and Online Branding

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  • Banerjee Neelotpaul

    () (Brand marketers must always engage in differentiating their brands and developing strong relationships with customers. The internet has enormous potential to develop a brand online. One advantage the technology of the internet provides over traditional media is the ability to interact with a customer which allows the brand marketers to vary their presentation to accommodate individual customer preferences. In contrast to the majority of other media, the internet can help the company to establish a lasting relationship with its customers as it enables a two-way communication. This provides a very significant opportunity to build brand awareness and customer loyalty. Interactivity involves engaging the customers directly, creating a unique and personal exchange with them. In this study websites of some business firms are studied from interactivity point of view to show how incorporation of interactivity in their websites has helped them in successful online branding.)

Abstract

Brand marketers must always engage in differentiating their brands and developing strong relationships with customers. The internet has enormous potential to develop a brand online. One advantage the technology of the internet provides over traditional media is the ability to interact with a customer which allows the brand marketers to vary their presentation to accommodate individual customer preferences. In contrast to the majority of other media, the internet can help the company to establish a lasting relationship with its customers as it enables a two-way communication. This provides a very significant opportunity to build brand awareness and customer loyalty. Interactivity involves engaging the customers directly, creating a unique and personal exchange with them. In this study websites of some business firms are studied from interactivity point of view to show how incorporation of interactivity in their websites has helped them in successful online branding.

Suggested Citation

  • Banerjee Neelotpaul, 2010. "A Study on Interactivity and Online Branding," Advances In Management, Advances in Management, vol. 3(3), March.
  • Handle: RePEc:mgn:journl:v:3:y:2010:i:3:a:2
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    Cited by:

    1. Ines Küster & Asuncion Hernández, 2012. "Brand impact on purchase intention. An approach in social networks channel," Economics and Business Letters, Oviedo University Press, vol. 1(2), pages 1-9.
    2. Şahika Burçin Tatar & İrem Eren-Erdoğmuş, 2016. "The effect of social media marketing on brand trust and brand loyalty for hotels," Information Technology & Tourism, Springer, vol. 16(3), pages 249-263, September.

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