Abstract:
The way a company chooses to disclose information about itself greatly impacts its reputation. The Internet is often overlooked as a channel that can be strategically used to relay corporate messages to key constituencies. Indeed, today's influential audiences actively use the Internet, along with other media, to collect and distill information. Using a unique formula to spot outspoken public opinion leaders, Burson-Marsteller has identified the online influentials, or the e-fluentials', among the online communities supported by SAP, a global enterprise software provider. This case illustrates how web-based technologies can be used to build lists of powerful audience members for targeted communication campaigns and connect marketers with special interest groups online.
Research Papers
The 2003 MTV influential moviegoers study
Catalogue: ESOMAR Conference on Marketing 2004
Authors: Elaine Nefsky, Matt Catapano, Mike Garrison
Company: Viacom International Media Networks
October 10, 2004
Research Papers
Sustainable motivation
Catalogue: ESOMAR Responsible Marketing 2004
Author: David Elliott
 
May 11, 2004
Magazines
Research World (February 2006)
Catalogue: Research World 2006
Author: ESOMAR B.V.
 
February 1, 2006
