Marketing usmeren na online brend zajednice na primeru kompanije Zara
Marketing Focused on The Online Brand Community – The Example of Zara
Apstrakt
U današnje vreme sveje brža ekspanzija u domenu tehnoloških dostignuća, a sa uvođenjem Interneta u našu svakodnevnicu došlo je do velikih promena u načinima povezivanja ljudi i načinima komunikacije. Ljudi su počeli da se povezuju online. Online zajednice nastale su kao mreža ljudi koji su putem specifičnih online medija okupljeni oko istih interesovanja, bilo privatnih ili poslovnih, stvarajući ogromnu platformu za razmenu informacija, iskustava i znanja koja prevazilazi sve geografske, društvene i vremenske barijere. Kao nova platforma za razmenu informacija, online zajednice takođe predstavljaju i novi kanal preko koga kompanije promovišu svoje poslovanje i svoje proizvode, i omogućavaju nove dodirne tačke sa kupcima, koji danas imaju sve veću moć, dostupnost i pristup informacijama. U radu će biti analiziran marketing usmeren na online zajednice potrošača na primeru kompanije Zara.
Abstract
Nowadays, expansion in the technological achievements domain is increasingly faster and big changes have been made in people’s interconnectedness and communication with the introduc-tion of the Internet in our everyday lives. People started connecting online. Online communities have emerged as a network of the people gathered around the same interests, no matter whether such interests are private or business interests, through specific online media, thus creating a vast platform for the exchange of information, experiences and knowledge that transcends all geographical, social and temporal barriers. As a new information exchange platform, online communities also represent a new channel through which companies promote their business and their products, and provide new points of contact with their customers, who have increasingly greater power, the availability of and access to information. Marketing aimed at online consumer communities is analyzed in the paper on the example of Zara.
Reference
- AbdelFattah, M., Galal, D., Hassan, N., Elzanfaly, D. S., &Tallent, G. (2017). A Sentiment Analysis Tool for Determining the Promotional Success of Fashion Images on Instagram. International Journal of Interactive Mobile Technologies, 11(2), 2-7. doi. org/10.3991/ijim.v11i2.6563
- Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.
doi.org/10.1002/mar.20761 - Berman, A. (2017).How Zara Took Over The Industry Using Fast Fashion. Retrieved from Alex Berman YouTube Channel: https://www.youtube.com/watch?v=18_gmYNCQ1g. Retrieved from https://www.researchgate.net/publication/332216487_Analysis_of_the_Keys_to_Zara‘s_Inditex_Successful_Business_Model
- Black, I., & Veloutsou, C. (2017). Working consumers: Co-creation of brand identity, consumer identity and brand community identity. Journal of Business Research, 70 (January), 416-429. doi.org/10.1016/j. jbusres.2016.07.012
- Bogićević Milikić, B., & Ognjanov, G. (2019). Uloga internog marketinga u unapređenju posvećenosti organizaciji, Marketing, 50(2), 94-111. Retrieved from https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2019/0354-34711902094B.pdf
- Cheney, G., & Munshi, D. (2017). Globalization and Global Village. In The International Encyclopedia of Intercultural Communication, p. 7., Wiley Blackwell
- Chunling, L. (2020). Analysis on the Marketing Strategy of Fast Fashion Brand Zara Based on 4C Theory, 4th International Conference on Economics, Management Engineering and Education Technology (ICEMEET 2020). Retrieved from https://webofproceedings.org/proceedings_series/ESSP/ICEMEET%202020/ICEMEET20089.pdf
- Constantinides, E. (2014). Foundations of social media marketing. Procedia-Social and behavioral sciences, 148, 25 August, 40-57. doi.org/10.1016/j. sbspro.2014.07.016
- Dabrowski, D., & Schivinski, B. (2016). The effect of social media communication on consumer perceptions of brands. Journal of marketing & communication, 22(2): 189. Retrieved from
https://www.tandfonline.com/doi/abs/10.1080/13527266.201 3.871323 - Dahana,W.D, Miwa, Y., & Morisada, M.(2019). Linking lifestyle to customer lifetime value: An exploratory study in an online fashion retail market. Journal of Business Research, 99, (June), 319–331. doi. org/10.1016/j.jbusres.2019.02.049
- De Valck, K., Van Bruggen, G. H., &Wierenga, B. (2009). Virtual communities: A marketing perspective. Decision Support Systems, 47(3), 185-203. doi.org/10.1016/j.dss.2009.02.008
- Edvardsson, B., Tronvoll, B., & Gruber, T. (2011). Expanding understanding of service exchange and value co-creation: a social construction approach. Journal of the Academy of Marketing Science, 39(2), 327-339. doi.org/10.1007/s11747-010-0200-y
- Gamboa, A. M., & Goncalves, H. M. (2014). Customer loyalty through social networks: Lessons from Zara on Facebook. Business Horizons, 57(6), 709-717. doi.org/10.1016/j.bushor.2014.07.003
- García-Lillo, F., Claver-Cortés, E., Marco-Lajara, B., & Úbeda-García, M. (2017). Mapping the Intellectual Structure of Research on ‘Born Global’Firms and INVs: A Citation/Co-citation Analysis. Management International Review, 57(4), 631-652. doi.org/10.1007/s11575-016-0308-5.
- Gautam, V., &Sharma, V. (2017). The Mediating Role of Customer Relationship on the Social Media Marketing and Purchase Intention Relationship with Special Reference to Luxury Fashion Brands, Journal of Promotion Management. 0(0), 1-17. doi.org/10.1080 /10496491.2017.1323262
- Gunawan, D.D., &Huarng, K.H. (2015). Viral effects of social network and media on consumers’ purchase intention. Journal of Business Research, 68(11), 2237-2241. doi.org/10.1016/j.jbusres.2015.06.004
- Gyrd-Jones, R., & Kornum. N. (2013). Managing the co-created brand: Value and cultural complementarity in online and offline multi-stakeholder ecosystems. Journal of Business Research, 66(9), 1484-1493. doi. org/10.1016/j.jbusres.2012.02.045
- Hakala, H., Niemi, L., & Kohtamäki, M. (2017). Online brand community practices and the construction of brand legitimacy. Marketing Theory, 17(4), 537-558. doi.org/10.1177/1470593117705695
- Heinonem, K. (2011). Consumer Activity in Social Media: Managerial Approaches to ConsumersSocial Media Behaviour, Journal of Consumer Behaviour, 10, 356-364. doi.org/10.1002/cb.376
- Huseynov, F., Huseynov, Y.S., &Ozkan, S. (2014). The influence of knowledge-based e-commerce product recommender agents on online consumer decision making, Information Development, 32(1), doi.org/10.1177/0266666914528929
- Inditex official site. Retrieved from https://www.inditex.com/en/article?articleId=662520&title=Inditex+exceeds+%E2%82%AC1.1+billion+net+profit
- Interbrand official site. Retrieved from https://interbrand.com/best-global-brands/zara/
- Jaworski, B. J. (2018).Introducing the Theory and Practice section, AMS Review, 8, 1-4, doi.org/10.1007/s13162-018-0118-y
- Jung, A.R. (2017). The influence of perceived ad relevance on social media advertising: An empirical examination of a mediating role of privacy concern. Computers in Human Behaviour, 70, 303–309. doi. org/10.1016/j.chb.2017.01.008
- Karamian, H., Nadoushan, M. A., & Nadoushan, A. A.(2015). Do Social Media
- Marketing Activities Increase Brand Equity?, International Journal of Economy, Management and Social Sciences, 4(3), 362-365. Retrieved from https://www.semanticscholar.org/paper/Do-Social-Media-Marketing-Activities-Increase-Brand-Karamian-Nadoushan/c8a9ab821df4ad02e954bc6302d913c82141c219
- Khan, Z., Yang, Y.,Shafi, M., Yang, R. (2019). Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis, Sustainability, 11(19), 5167; doi:10.3390/su11195167
- Kim, Y., & Wha Oh K. (2019). Which Consumer Associations Can Build a Sustainable Fashion Brand Image? Evidence from Fast Fashion Brands, Sustainability, 12, 1703; doi:10.3390/su12051703
- Kornum, N., Gyrd-Jones, R., Al Zagir, N., & Brandis, K. A. (2017). Interplay between intended brand identity and identities in a Nike related brand community: Co-existing synergies and tensions in a nested system. Journal of Business Research, 70, 432-440. doi.org/10.1016/j.jbusres.2016.06.019
- Kotler, P., &Keller, K. (2011).Marketing Management: 14th edition, Prentice Hall.
- Kozinets, R. V. (2015). Netnography: Redefined (2nd ed.). London, UK: SAGE Publications Ltd.
- Kraus, S., Niemand, T., Angelsberger, M., Mas-Tur, A., & Roig-Tierno, N. (2017). Antecedents of International Opportunity Recognition in Born Global Firms. Journal of Promotion Management, 23(3), 1-21. doi.org/10.1080/10496491.2017.1294869
- Margarida, A., Gamboa, H., & Martins G. (2014). Customer loyalty through social networks: Lessons from Zara on Facebook Author links open overlay panel,Business Horizons, 57(6), 709-717. doi. org/10.1016/j.bushor.2014.07.003
- Marić, D., Kovač Žnideršić, R., Paskaš, N., Jevtić, J., & Kanjuga, Z. (2017). Savremeni potrošač i elektronska interpersonalna komunikacija, Marketing, 48(3), 147-155. Retrieved from https://issuu.com/maxnova/docs/marketing-vol-48-no-3
- Mayrhofer, U., & Roederer, C. (2016). Zara: The international success of fast-moving fashion, Post-Print hal-01316137, HAL.
- McCorkindale, T.,& Distaso, M.W. (2013).The Power of Social Media and Its Influence on Corporate Reputation, The Handbook of Communication and Corporate Reputation.
- Merz, M.A., He, Y., & Vargo, S.L. (2009). The evolving brand logic: A service dominantlogic perspective. Journal of the Academy of Marketing Science, 37(3), 328–344. doi.org/10.1007/s11747-009-0143-3
- Ognjanov, G. (2013). Integrisane marketinške komunikacije, Centar za izdavačku delatnost Ekonomskog fakulteta u Beogradu, 2. izdanje.
- Popović Šević, N. (2019). Prodaja i menadžment prodaje, Visoka škola strukovnih studija za informacione tehnologije – ITS, 1. izdanje.
- Popp, B.; Woratschek, H. (2016). Introducing branded communities in sport for building strong brand relations in social media. Sport Management Review, 19(2), 183–197. doi.org/10.1016/j.smr.2015.06.001
- Ramaswamy, V., Ozcan, K. (2016). Brand value co-creation in a digitalized world: An integrative framework and research implications, International Journal of Research in Marketing, 33, 93-106, doi. org/10.1016/j.ijresmar.2015.07.001
- Schlegelmilch, B. B. (2016).Segmenting Targeting and Positioning in Global Markets, Springer, Cham.
- Schlossberg, M. (2015). Zara has one key advantage over Gap and J. Crew. Retrieved from https://retail.economictimes.indiatimes.com/news/apparel-fashion/apparel/zara-has-one-key-advantage-over-gap-and-j-crew/48998843
- Singh, S., Sao, A., Nagare, T. B., & Dharmarajan, A. (2017). Role of Social Media Marketing In Brand Building: The New Age Marketing Strategy. International Journal of Scientific Research, 5 (9). doi. org/10.36106/ijsr
- Slijepčević, M. (2019). Modni marketing, savremene tendencije, HeraEdu, Edicija Best practices, Beograd, str. 302; 318.
- Slijepčević, M., & Radojević, I. (2018). Current trends in digital marketing communication, Faculty of Management, Belgrade Metropolitan University. Retrieved from http://symorg.fon.bg.ac.rs/proceedings/2018/papers/Digital%20Trends%20in%20Marketing%20and%20Strategic%20 Communications.pdf
- Slijepčević, M., Radojević, I., &Perić, N. (2020). Considering Modern Trends in Digital Marketing, Marketing, 51(1), 34-43. doi.org/ 10.5937/markt2001034S
- Tuten, T., & Mintu-Wimsatt, A. (2018). Advancing our understanding of the theory and practice of social media marketing: Introduction to the special issue, Journal of Marketing Theory and Practice, 26(1-2), 1-3. doi.org/10.1080/10696679.2018.1393277
- Yadav, M., & Rahman, Z. (2017). Social media marketing: literature review and future research directions, International Journal of Business Information Systems, 25(2), 213-240. Retrieved from https://econpapers.repec.org/article/idsijbisy/v_3a25_3ay_3a2017_3ai_3a2_3ap_3a213-240.htm
- Zablocki, A., Schlegelmilch, B., &Schant, E. (2017). Customer-Based Brand Equity in the Digital Age: Development of a Theoretical Framework, Springer, Cham.
- Van Roy, Rossetti, V., F., Piculescu, V. (2015). Consumer conditions in the EU: revised framework and empirical investigation, JRC Science and policy report.
- Veljković, S., & Panić, M. (2017). Strategije brendiranja u nižem cenovnom segmentu proizvoda– Analiza tržišta negaziranih voćnih sokova u Srbiji, Marketing, 48(3), 176-183. Retrieved from https://www.academia.edu/43328208/Branding_strategies_of_low_priced_products_Analysis_of_Serbian_Fruit_ Juice_Market
- Veljković, S. (2018). Marketing usluga, Ekonomski fakultet.
- Zara official Facebook. Retrieved from https://www.facebook.com/Zara
- Zara official Pinterest. Retrieved from https://www.pinterest.com/zaraofficial/
