IDEAS home Printed from https://ideas.repec.org/a/igg/jide00/v5y2014i4p50-65.html
   My bibliography  Save this article

Digital Marketing Analytics: The Web Dynamics of Inside Blackberry Blog

Author

Listed:
  • Shirin Alavi

    (Jaypee Institute of Information Technology, Noida, Uttar Pradesh, India)

  • Vandana Ahuja

    (Jaypee Business School, Noida, Uttar Pradesh, India)

Abstract

Technological advances and the speed with which new technologies are being embraced by organizations, along with the rising power of the consumers and their ability to get what they want, when they want it, from whomever they want, have opened up new challenges for customer relationship management and marketing. Thus the need for understanding the digital world and its application becomes one of the greatest competitive aspects for a business's survival. The exhortation of globalization holds no meaning without the concept of what is being termed as ‘Digitization'. Blackberry has started a long and hard climb to regain its lost glory. Supporting its product improvement and repositioning strategies are a set of well-defined digital marketing strategies. This manuscript explores the dynamics of Inside Blackberry-an online endeavour of Blackberry to trace the E-Marketing objectives of the Blog and its ability to leverage the behavioral internet theory for online branding, building usability and reciprocity, strengthening credibility and consumer persuasion.

Suggested Citation

  • Shirin Alavi & Vandana Ahuja, 2014. "Digital Marketing Analytics: The Web Dynamics of Inside Blackberry Blog," International Journal of Innovation in the Digital Economy (IJIDE), IGI Global, vol. 5(4), pages 50-65, October.
    • Handle: RePEc:igg:jide00:v:5:y:2014:i:4:p:50-65
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/ijide.2014100104
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jide00:v:5:y:2014:i:4:p:50-65. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.