Knowledge@wharton

Fansumers viral videos and social computing -- these are just some of the many buzzwords pinging around the marketing world today. While making sense of them isn’t easy the concept behind them is clear: Online technologies allow customers to communicate in new ways with one another and companies must decide whether to ignore co-opt or dive into these new waters of interactivity. ”Consumers want to feel they are being heard and they love having an impact on the future development of products ” says one Wharton professor. ”To the extent that they can air grievances or understand the company’s position that can be beneficial for the company itself.” See acast.com/privacy for privacy and opt-out information.