RMG 922 Chapter Notes - Chapter 6: Intercultural Competence, Starbucks, Interactive Media

• School: Ryerson University
• Department: Retail Management
• Course: RMG 922
• Professor: Donna Smith

Document Summary

Brand engagement: brands enhance participation by providing experiences for users that are worth participating in and telling others about, engagement is the very essence of social media. From a customer perspective, engagement means customers" behavioral manifestation toward a brand or firm, beyond purchases, resulting from motivational drivers: exhibit positive word-of-mouth behaviors, provide recommendations, help others make decisions. Conversations: brands talk: mainly twitter, clever, witty banter, and multi-thread conversations with fans. Social presence is humanesque and it starts conversations. Real-time marketing (rtm: brands post messages that resonate with the moment, whether that moment is planned or spontaneous, brands can provoke conversation in social networks. Lookalike audience: targeting audience that match the characteristics of known customers. Iab native advertising evaluative framework: *see page 199, table 6. 1, ads must be transparent. Image - an enticing picture related to the brand of product: echoverse, the entire communications environment in which a brand/firm operates.