Welcome to the InfoSci Platform
Reference Hub7
Consumers as “Integrators” of Marketing Communications: When “Like” is as Good as “Buy”

Consumers as “Integrators” of Marketing Communications: When “Like” is as Good as “Buy”

Kelley O'Reilly, Karen M. Lancendorfer
Copyright: © 2013 |Volume: 9 |Issue: 4 |Pages: 15
ISSN: 1548-1131|EISSN: 1548-114X|EISBN13: 9781466635821|DOI: 10.4018/ijebr.2013100101
Cite Article Cite Article

MLA

O'Reilly, Kelley, and Karen M. Lancendorfer. "Consumers as “Integrators” of Marketing Communications: When “Like” is as Good as “Buy”." IJEBR vol.9, no.4 2013: pp.1-15. http://doi.org/10.4018/ijebr.2013100101

APA

O'Reilly, K. & Lancendorfer, K. M. (2013). Consumers as “Integrators” of Marketing Communications: When “Like” is as Good as “Buy”. International Journal of E-Business Research (IJEBR), 9(4), 1-15. http://doi.org/10.4018/ijebr.2013100101

Chicago

O'Reilly, Kelley, and Karen M. Lancendorfer. "Consumers as “Integrators” of Marketing Communications: When “Like” is as Good as “Buy”," International Journal of E-Business Research (IJEBR) 9, no.4: 1-15. http://doi.org/10.4018/ijebr.2013100101

Export Reference

Mendeley
Favorite Full-Issue Download

Abstract

This case study explores how Falken Tire Corporation (FTC) leveraged motorsports to build brand credibility, and how consumer-based brand equity developed in virtual fan communities via social media marketing. This brand credibility and equity ultimately helped the company to establish powerful marketing relationships, and connect with distinctly different consumer groups. Findings suggest that consumers may be adept integrators of marketing communication channels and across media. Companies with strong virtual communities may benefit from the case study suggestions that are provided and discussed based on the theoretical perspective of customer-based brand equity. Marketing scholars and practitioners alike may find this case study of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively using social media as a marketing tool.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.