Exploring the Utility of Internet Based Online Forums for Businesses to Aid Branding Activities

- Dr. Neelima Ruparel, B. K. School of Business Management

Abstract:

We live in the age of internet where all sorts of information are just one click away. Internet has completely changed the way we think, act and live. Today there is almost not a single business activity available where internet or computer is not used. Every person has access to information on the internet by different means. These means can be blogs, forums, websites, online conferences or advertisement on the internet. This is the reason that 21st century is also known as the Information age.

An important concern for businesses, especially in these days of global mobility, is communication: communication with regular clients and, equally as important, with staff in the field. Organisations use several media like TV, Radio, Bill boards etc for communicating with their customers, but the main drawback of these media is that they cannot provide a direct interaction with the customers. These are just monologue communication channels. Customers cannot respond back or ask their queries or portray their opinions through these channels. However with the use of Internet, it is possible to have a dialogue with customers. Organisations now can use online tools like blogs and forums to connect to their prospective customers on a personal level.

An Internet forum can be focused on any subject and a sense of an online community or virtual community tends to develop among forum members. Thus forums can be looked as one of the most economical and fastest means to get in touch with the customers. Online forums remove the constraints of traditional media and provide a platform where the masses can express their feelings, doubts, queries and their needs. This makes forums one of the best marketing tools for the business organizations today.

The main objective of this research is to explore how online forums can become an important tool of communication between business firms and customers, how they can influence consumer behavior as well as explore their utility for businesses in marketing and branding activities. A structured questionnaire has been used to collect primary data to fulfill the above objectives of research. At the end, implications have been drawn from the analysis of data collected.

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