Astroturfing and brand managers, brand managers and internet manipulation : current situation, advice and prospective

There has been exponential growth in the development of online information in the last decade. However, this information is neither bound to traditional press websites anymore nor it is uploaded by professional journalists with adequate formation and ethical principles. More often than not, informat...

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Main Authors: Pierre-Henri Traboulsi, Remi Ferrer
Other Authors: Nanyang Business School
Format: Theses and Dissertations
Language:English
Published: 2009
Subjects:
Online Access:http://hdl.handle.net/10356/19330
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-193302024-01-12T10:12:40Z Astroturfing and brand managers, brand managers and internet manipulation : current situation, advice and prospective Pierre-Henri Traboulsi Remi Ferrer Nanyang Business School Michael O' Connor DRNTU::Business There has been exponential growth in the development of online information in the last decade. However, this information is neither bound to traditional press websites anymore nor it is uploaded by professional journalists with adequate formation and ethical principles. More often than not, information becomes disinformation which sometimes turns into manipulation. Businesses are now more than ever concerned by the threat of falling victim to a denigration campaign launched on the Internet by anonymous competitors or anonymous groups of individuals. The breakthroughs of word-of-mouth information manipulation is spotted. One of their most valuable assets, the reputation of their brand, is at stake. This report started with the intuition that Brand Managers are the most suited to do the job: brand management should involve brand protection management. This intuition was confirmed by the interviews we conducted with Fast Moving Consumer Goods (FMCG) Brand Managers. Indeed, upon hearing their own experience and arguments, we identified two main reasons for this to happen. First, Brand Managers are the ones who best know their brands and products and thus are most likely to interact productively and reactively with customers. The second reason is that, at least in the FMCG corporations, there often seems to be no well-identified service clearly responsible for monitoring online brand information and reputation. Given the importance that the Internet has taken, this situation appears to be unsustainable. Someone has to be put in charge. Master of Business Administration 2009-12-08T04:26:21Z 2009-12-08T04:26:21Z 2008 2008 Thesis http://hdl.handle.net/10356/19330 en 74 p. application/pdf
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic DRNTU::Business
spellingShingle DRNTU::Business
Pierre-Henri Traboulsi
Remi Ferrer
Astroturfing and brand managers, brand managers and internet manipulation : current situation, advice and prospective
description There has been exponential growth in the development of online information in the last decade. However, this information is neither bound to traditional press websites anymore nor it is uploaded by professional journalists with adequate formation and ethical principles. More often than not, information becomes disinformation which sometimes turns into manipulation. Businesses are now more than ever concerned by the threat of falling victim to a denigration campaign launched on the Internet by anonymous competitors or anonymous groups of individuals. The breakthroughs of word-of-mouth information manipulation is spotted. One of their most valuable assets, the reputation of their brand, is at stake. This report started with the intuition that Brand Managers are the most suited to do the job: brand management should involve brand protection management. This intuition was confirmed by the interviews we conducted with Fast Moving Consumer Goods (FMCG) Brand Managers. Indeed, upon hearing their own experience and arguments, we identified two main reasons for this to happen. First, Brand Managers are the ones who best know their brands and products and thus are most likely to interact productively and reactively with customers. The second reason is that, at least in the FMCG corporations, there often seems to be no well-identified service clearly responsible for monitoring online brand information and reputation. Given the importance that the Internet has taken, this situation appears to be unsustainable. Someone has to be put in charge.
author2 Nanyang Business School
author_facet Nanyang Business School
Pierre-Henri Traboulsi
Remi Ferrer
format Theses and Dissertations
author Pierre-Henri Traboulsi
Remi Ferrer
author_sort Pierre-Henri Traboulsi
title Astroturfing and brand managers, brand managers and internet manipulation : current situation, advice and prospective
title_short Astroturfing and brand managers, brand managers and internet manipulation : current situation, advice and prospective
title_full Astroturfing and brand managers, brand managers and internet manipulation : current situation, advice and prospective
title_fullStr Astroturfing and brand managers, brand managers and internet manipulation : current situation, advice and prospective
title_full_unstemmed Astroturfing and brand managers, brand managers and internet manipulation : current situation, advice and prospective
title_sort astroturfing and brand managers, brand managers and internet manipulation : current situation, advice and prospective
publishDate 2009
url http://hdl.handle.net/10356/19330
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