Date of Award

Fall 12-15-2011

Document Type


Degree Name

Bachelor of Science (BS)


Marketing and Hospitality, Resort and Tourism Management


College of Business

First Advisor

Carol Megehee


Regarding the role of Web 2.0 in business activities, three primary areas of interest are under discussion: (1) how Web 2.0 tools should be integrated into firms' marketing strategies, (2) how Web 2.0 tools should be used to build or retain brand equity and create value with consumers, and (3) how the participation of brands in Web 2.0 influences consumers attitudes and behaviors, if at all. There are some overlaps between these subjects, particularly involving the role of consumers in appreciating or diminishing brands' reputations, as well as information gaps to be filled by further research as these technologies continue to develop.

Included in

Marketing Commons