Alice Bonasio: Critical Success Factors in Online Marketing

Researcher: Alice Bonasio

Alice Bonasio was awarded a studentship from the Business School at Bournemouth to investigate Critical Success Factors in Online Marketing following successful completion of her MA in Creative and Media Enterprises from the University of Warwick and a BA in Media Communications with Cultural Studies at Bath Spa University. She was a research associate at the Digital Cultures Research Centre at the University of the West of          England. Additionally, she has worked in various professional capacities in the media and creative industries for over 10 years, contributing research to the field of games studies, creative studies, marketing practice and intellectual property amongst others.

Her current research aims to determine and define a set of critical success factors in online marketing with a       specific focus on the emerging practices around crowd-funding. The study will evaluate the extent to which the traditional Marketing Mix has evolved in light of the widespread adoption of the crowd-funding model and        consumer empowerment and participation in the product life cycle.

This will be achieved by identifying and mapping the changing role of the consumer in relation to the product life cycle and establishing the current role and importance of social media within the online marketing ecosystem.

The approach adopted will contrast existing models with proposed new and augmented ones that take new          developing factors into consideration. It is hoped that the research will contribute to the scholarly conversation and currently limited existing literature on the subject of crowd-funding (as a marketing practice as opposed to merely a mechanism for fundraising) as it continues to evolve into a mainstream practice, providing guidance for future managerial strategic planning.