Conference paper
A Proposed Model For Smartphone Brands To Convert Users To Brand Advocates
ANZMAC 2022: Reconnect & Reimagine (Perth, WA, 05/12/2022–07/12/2022)
07/12/2022
Abstract
There are over 170 smartphone manufacturers globally (GNW, 2021), of which five manufacturers (Samsung, Apple, Xiaomi, Oppo, Vivo) make up 70 per cent of the market (Counterpoint, 2022). Despite the difficulty in becoming a successful smartphone manufacturer, many incentivising factors exist for brands who want to enter the market. The bill of materials for creating a phone has dropped drastically over the past few years, there is a focused and successful supply chain in Shenzhen, China,</p><p>and a brand does not necessarily need to be in the top five to turn a profit (Keegan, 2021; Yan et al. 2022). However, there is also a reason for scepticism as even more prominent manufacturers can struggle with the extensive competition in the smartphone industry. LG has stopped creating smartphones, Sony now only focus on one phone, BlackBerry barely has a footprint anymore, and Nokia is not remotely close to being the behemoth it used to be (Porter, 2021; Swingle, 2020; Brand Minds, 2018; Savov, 2016). Thus, this should act as a warning that despite the supply chain and availability of resources, entering the smartphone market does not equate to success. With brand trust declining globally, more people rely on trustworthy sources, such as friends, family, and online communities (KPMG, 2022; Marketing Charts, 2020). Therefore, a marketing strategy that might be most viable in this highly competitive market is seeking to make advocates of users. Social media can be a strong marketing strategy as an increasing number of people spend much time on social media (Chaffey, 2022).
Details
- Title
- A Proposed Model For Smartphone Brands To Convert Users To Brand Advocates
- Authors/Creators
- Hugo Van Schalkwyk - Murdoch University, Murdoch Business SchoolPieter van Schalkwyk (Author) - Murdoch University, Murdoch Business School
- Conference
- ANZMAC 2022: Reconnect & Reimagine (Perth, WA, 05/12/2022–07/12/2022)
- Identifiers
- 991005761733607891
- Murdoch Affiliation
- Murdoch Business School
- Language
- English
- Resource Type
- Conference paper
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