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Consumer Power Unleashed: Managing the Rise of the Digital Activist
Viral activism now presents a major threat to global brands. "If you
don't like it, tweet about it" has become the mantra for dissatisfied
customers who have embraced the power of the Internet, and social media,
in particular. The impact of online consumer activism cannot be
under-estimated, says Australia's consumer watchdog, CHOICE. But nimble
companies are acting fast, saying sorry and leveraging the abundance of
consumer insights for product development and further interaction, note
experts at the Australian School of Business. The new age of the digital
activist is a prime opportunity for development.
View all episodes
By theBoxViral activism now presents a major threat to global brands. "If you
don't like it, tweet about it" has become the mantra for dissatisfied
customers who have embraced the power of the Internet, and social media,
in particular. The impact of online consumer activism cannot be
under-estimated, says Australia's consumer watchdog, CHOICE. But nimble
companies are acting fast, saying sorry and leveraging the abundance of
consumer insights for product development and further interaction, note
experts at the Australian School of Business. The new age of the digital
activist is a prime opportunity for development.
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