ANSWER

Ramaswami, S., Cheang, B.M.Q., Liu, Y., Foo, N.Q.F. and Cheah, S.M. (2020) – Carousell: Growing a peer-to-peer mobile app business by building a community:

1. Summary: This case is about Carousell, a peer-to-peer mobile app business, and their journey to success by building a community around their platform. It explores how Carousell used community-building strategies to grow its user base and become a successful mobile app in the competitive marketplace.
2. Main Issues:
   • User Engagement and Growth: One of the main issues in this case is how Carousell can effectively engage users and continue growing its user base in a competitive market.
   • Monetization: The case may also discuss the challenges Carousell faces in monetizing its platform while maintaining a positive user experience.
   • Community Building: Building a strong and active community is a key aspect of Carousell’s success, and the case may delve into the strategies they used to achieve this.

Teixeira, T., & Kornfeld, L. (2015) – YouTube for brands:

3. Summary: This case is about leveraging YouTube as a platform for brand marketing. It explores how brands can utilize YouTube to reach and engage with their target audience effectively.
4. What makes brands successful on YouTube:
   • Compelling Content: Successful brands on YouTube create high-quality, engaging, and relevant content that resonates with their target audience. This includes a mix of entertainment, education, and storytelling.
   • Consistency: Consistent posting schedules help keep viewers engaged and returning for more content. Brands need to maintain a regular presence on the platform.
   • Audience Engagement: Interacting with viewers through comments, likes, and shares fosters a sense of community and loyalty. Brands that actively engage with their audience tend to perform better.
   • SEO and Discoverability: Optimizing video titles, descriptions, and tags for search engine optimization (SEO) enhances discoverability. Brands should use keywords relevant to their content.
   • Cross-Promotion: Collaborating with other YouTubers or influencers can expand a brand’s reach. Cross-promotion allows brands to tap into the existing fan bases of other content creators.
   • Analytics and Data: Successful brands analyze YouTube analytics to understand their audience, track performance, and make data-driven decisions to improve their content strategy.

These are general insights into the cases you mentioned. For more specific details, you would need to refer to the actual case materials.

QUESTION

Description