Skip to Main content Skip to Navigation
Journal articles

Opening the Black Box of Buzzing Bloggers; Understanding How Consumers Deal with the Tension between Authenticity and Commercialism in Seeded WOM Campaigns

Abstract : Word-of-mouth (WOM) marketing has gained ground as a powerful communication tool. One way in which marketers tap into consumers' WOM potential is by seeding products to influencers. These consumers take on a dual role, being both target and agent in the WOM episode. Because of cultural contradictions between the roles of consumer (authenticity) and marketer (commercialism), this dual role is likely to cause tension. This paper examines how consumer-agents and final target consumers deal with this duality by means of a netnographic study and experiments.
Document type :
Journal articles
Complete list of metadatas

https://hal-hec.archives-ouvertes.fr/hal-00692099
Contributor : Antoine Haldemann <>
Submitted on : Friday, April 27, 2012 - 8:52:17 PM
Last modification on : Tuesday, December 10, 2019 - 10:28:04 AM

Identifiers

  • HAL Id : hal-00692099, version 1

Collections

Citation

Kristine de Valck, Robert Kozinets, Sarah Wilner, Andrea Wojnicki. Opening the Black Box of Buzzing Bloggers; Understanding How Consumers Deal with the Tension between Authenticity and Commercialism in Seeded WOM Campaigns. Advances in Consumer Research, The Association for Consumer Research, 2008, vol. 35, pp.NC. ⟨hal-00692099⟩

Share

Metrics

Record views

446