The term digital divide is described as the divide in the world where people who have and don’t have access to the online world. It also distinguishes the” capability to use – modern information technology, such as the telephone, television, or the Internet”. (Rouse,2005). The divide is noticeable in people who live in cities and […]

  Gamification has been identified as the process of using gaming concepts and mechanics to help engage consumers and to also to drive a change in behavior. Marketing looks at this digital channel as a prime focus as this simple and effective concept can be seen to create increasing potentials for businesses themselves. “Gamification, or […]

Collective intelligence has a significant benefit relating to public relations practitioners, as the field pride individuals as being skilled networkers, which therefore results in effective communicators. The social media networks of twitter, Facebook, blogs and YouTube are all primarily based on collective intelligence and have also resulted in the change of the image of public […]

In what ways do professionals in your field use the growth of UGC and/or transmedia story-telling? Markets heavily rely on user-generated content in all aspects of their workplace. The use of user-generated content is essential to the marketing profession as it has strong relevance to any type of content that is being marketed to consumers. […]