Purpose
Communication can be used by companies such as eBay to influence positive behavioral change among consumers and improve the overall public image. This research describes a communications campaign that eBay can use to improve its image and compete with brands like Amazon.
Background
eBay was established a year after Amazon. Namely, the platform was developed in 1995 (Luca, 2017). Despite being among the first e-commerce platforms, eBay struggles to compete with other companies, such as Amazon, as the valuation of the latter is much higher, as well as the number of platform users.
Problem
eBay’s poor customer service and interaction between the platform and its users have affected the brand negatively, with many users leaving negative reviews. The platform is complex for customers to use, and it rarely responds to customers’ issues (Kostelijk, 2017). In addition, the negative inception as a platform for trading fake, illegal, or stolen items continues to negatively affect eBay’s public image.
Campaign Objectives
The study will establish how eBay can embark on a communications campaign for successful rebranding. eBay will work on gaining the support of kid/teen/young adult demographics to boost its sales and popularity. This goal will be attempted by involving the process of communication and image-building. To achieve this, eBay must establish its public voice that is capable of communicating with the chosen audience. For this purpose, the interface of the site itself, as well as social media, can be used. By creating a platform that makes an emotional appeal to its core audience, it will be possible to modernize the organization.
Results
The research will demonstrate how modern companies can take advantage of information technology, online media, digital platforms, and other elements of the internet to transform their customer relationships. The findings will also highlight the role of communication in branding and marketing through factors such as improving customer relations and promoting positive interactions with brands. The findings can later be practically applied either in a business setting or in any seller-buyer transaction.
References
Kostelijk, E. (2017). The influence of values on consumer behavior: the value compass. Routledge, New York, NY.
Luca, M. (2017). Designing online marketplaces: Trust and reputation mechanisms. Innovation Policy and the Economy, 17, 77-93. Web.