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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.
https://hal-hec.archives-ouvertes.fr/hal-00692099
Contributor : Antoine Haldemann Connect in order to contact the contributor
Submitted on : Friday, April 27, 2012 - 8:52:17 PM
Last modification on : Tuesday, December 10, 2019 - 10:28:04 AM
Contributor : Antoine Haldemann Connect in order to contact the contributor
Submitted on : Friday, April 27, 2012 - 8:52:17 PM
Last modification on : Tuesday, December 10, 2019 - 10:28:04 AM