Search results
1 – 2 of 2Yuliya Polozhentseva, Ulzhan Kazybekova, Madina Subalova and Anjan Ghosh
The learning outcomes are as follows: to understand the internal processes that take place in social media influencers operations; to evaluate the role communication and planning…
Abstract
Learning Outcomes
The learning outcomes are as follows: to understand the internal processes that take place in social media influencers operations; to evaluate the role communication and planning in the social media marketing process; to discover the importance of social media as a pinnacle of new communication mix tool; to make strategic decisions in managing a social media account; and to highlight how the team internal interactions could determine the success and profitability of the social media influencer.
Case overview/Synopsis
Case deals with the growth and managing issues faced by the social media influencers in Kazakhstan. The case shows the other side of social media marketing, where the main focus is shifted from the corporate clients, who use social media influencer, toward the influencers themselves and challenges faced by them. Hence, the case reveals the story of Jokeasses team, who are based in Kazakhstan with significant following both on Instagram and YouTube platforms. The decision-making dilemmas in the case focused upon not only the issues of brand formation but also how online brand could be transferred into profitable enterprise.
Complexity academic level
Bachelor
Supplementary materials
Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Subject code
CSS 3: Entrepreneurship.
Details
Keywords
Eric T. Anderson and Vasilia Kilibarda
It is February 2011 and Brian France, CEO of NASCAR (the National Association for Stock Car Auto Racing), is facing a crisis. In the last five years, attendance at weekend NASCAR…
Abstract
It is February 2011 and Brian France, CEO of NASCAR (the National Association for Stock Car Auto Racing), is facing a crisis. In the last five years, attendance at weekend NASCAR races has fallen 22 percent and television viewership has declined 30 percent. Key marketing sponsors have recently left the sport. At the same time, the U.S. economy was only beginning to recover from an economic recession that had an adverse impact on the sport of auto racing as a whole. Some leaders within NASCAR counseled Brian that these trends in attendance, viewership, and sponsorship stemmed from the recession and that NASCAR should continue with business as usual. But Brian sensed that the industry needed fundamental change and that he, as CEO of NASCAR, was the one that must lead this change.
With Brian at the helm, NASCAR embarked on an unprecedented amount of qualitative and quantitative research to assess the strengths and weaknesses of the entire industry. At the center of this research was the NASCAR consumer. Highly engaged, enthusiastic consumers were at the heart of an industry business model that had been successful for decades. But in 2011, marketing within all of NASCAR needed to transform, as it was clear that consumers were disengaging with the sport.
As the consumer research results unfold, Brian and leaders within NASCAR must make tough choices and set priorities. The case focuses on four key areas in which decisions need to be made by NASCAR leadership: digital marketing and social media, targeting the next-generation NASCAR consumer, enhancing the star power of NASCAR drivers, and enhancing the consumer experience at NASCAR events. Focus group videos offer students a customer-centric deep-dive into these challenges.
At its heart, this is a case about great leadership and transforming marketing throughout an entire industry. A wrap-up video from CEO Brian France summarizes how NASCAR executives tackled the difficult questions posed in the case.
Understand how deep consumer engagement is at the heart of a successful marketing ecosystem
Analyze focus group videos to understand the needs of today's consumer
Prioritize the market segments that should be cultivated as the next-generation consumer
Understand how differing incentives within an industry are at the heart of many marketing problems
Analyze a complex set of problems and set and manage priorities
Understand the importance of leadership in a time of crisis
Understand how deep consumer engagement is at the heart of a successful marketing ecosystem
Analyze focus group videos to understand the needs of today's consumer
Prioritize the market segments that should be cultivated as the next-generation consumer
Understand how differing incentives within an industry are at the heart of many marketing problems
Analyze a complex set of problems and set and manage priorities
Understand the importance of leadership in a time of crisis
Details