The Persuasive Effects from Web 2.0 Marketing: A Case Study Investigating the Persuasive Effect from an Online Design Competition

  • Asle Fagerstrøm
  • Gheorghita Ghinea
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 5618)


This case study investigates the effect from a Web 2.0 campaign, an online design competition, accomplished by a company that produces and marketed feminine care products (sanitary towels). The target segment for the campaign was girls in four Nordic countries, in the age between 14 and 25. The main characteristic for the target segment is that they are not much interested in the product category. Our interpretation is that the online design competition had a persuasive effect towards the target segment. By using the internet in an interactive and social way, companies can achieve brand awareness and create a positive attitude towards a brand in low-involvement segments. Suggestions for further research are given.


Web 2.0 Interactivity Persuasion Involvement Interactive marketing 


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Copyright information

© Springer-Verlag Berlin Heidelberg 2009

Authors and Affiliations

  • Asle Fagerstrøm
    • 1
  • Gheorghita Ghinea
    • 2
  1. 1.The Norwegian School of Information TechnologyOsloNorway
  2. 2.School of Information Systems, Computing and MathematicsBrunel University,UxbridgeLondonUnited Kingdom

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