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.
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Article dans une revue
Advances in Consumer Research, 2008, vol. 35, pp.NC
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https://hal-hec.archives-ouvertes.fr/hal-00692099
Contributeur : Amaury Bouvet <>
Soumis le : vendredi 27 avril 2012 - 20:52:17
Dernière modification le : jeudi 11 janvier 2018 - 06:19:32

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  • HAL Id : hal-00692099, version 1

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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, 2008, vol. 35, pp.NC. 〈hal-00692099〉

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