Managing Online Brand Identity: the Case of Two Pure Players

Angela-Eliza Micu () and Alexandru Capatina ()
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Angela-Eliza Micu: Ovidius University of Constanta, Romania
Alexandru Capatina: Dunarea de Jos University of Galati, Romania

Ovidius University Annals, Economic Sciences Series, 2015, vol. XV, issue 2, 292-299

Abstract: This paper aims at emphasizing the most important online branding tools that two relevant pure players (Amazon and eMAG) use in order to promote themselves efficiently: SEO (search engine marketing), email marketing, social media, mobile marketing and affiliate marketing. Both companies aim at increasing customer traffic to their websites, create awareness of their products and services, promote repeat purchases, strengthen and broaden their brand name. They focus on continuously improving the customer experience, which creates word-of-mouth promotion that leads to acquiring new customers and may also encourage repeat customer visits.

Keywords: brand; internet; email; costomers; market strategy. (search for similar items in EconPapers)
JEL-codes: K31 M41 M42 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:xv:y:2015:i:2:p:292-299

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