Media Maven Assists New York State Psychological Association (NYSPA) Psychologists in Learning the Ropes

Balter, Rochelle

doi:10.1037/e542072009-028

Cited by 1 publication

(2 citation statements)

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“…We studied a "seeding" campaign-that is, a campaign in which the product is placed among influential consumers so that they can communicate favorably about it to other consumers (see Balter 2005). The campaign was conducted by one of the pioneer North American WOMM firms ("Buzzablog") for a major global technology manufacturer ("MobiTech").…”

Section: Methodsmentioning

confidence: 99%

“…Notably, these negative reactions are unaccounted for by the classic diffusion model (Bass 1969;Rogers 1962) and its more recent variants (e.g., Balter 2005), which consider lower-status people prone to imitate the consumption of those of higher status. Instead of inspiring imitation, this campaign provokes a negative response from some of Alicia's readers.…”

Section: Alicia's Blog: Honesty and Humility Meets Marketing Intentmentioning

confidence: 99%

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Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities

Kozinets

Wojnicki²,

Wilner

et al. 2010

Journal of Marketing

967

618

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Word-of-mouth (WOM) marketing-firms' intentional influencing of consumer-to-consumer communications-is an increasingly important technique. Reviewing and synthesizing extant WOM theory, this article shows how marketers employing social media marketing methods face a situation of networked coproduction of narratives. It then presents a study of a marketing campaign in which mobile phones were seeded with prominent bloggers. Eightythree blogs were followed for six months. The findings indicate that this network of communications offers four social media communication strategies-evaluation, embracing, endorsement, and explanation. Each is influenced by character narrative, communications forum, communal norms, and the nature of the marketing promotion. This new narrative model shows that communal WOM does not simply increase or amplify marketing messages; rather, marketing messages and meanings are systematically altered in the process of embedding them. The theory has definite, pragmatic implications for how marketers should plan, target, and leverage WOM and how scholars should understand WOM in a networked world.

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Section: Methodsmentioning

confidence: 99%

Section: Alicia's Blog: Honesty and Humility Meets Marketing Intentmentioning

confidence: 99%

Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities

Kozinets

Wojnicki²,

Wilner

et al. 2010

Journal of Marketing

967

618

View full text Add to dashboard Cite

show abstract

Media Maven Assists New York State Psychological Association (NYSPA) Psychologists in Learning the Ropes

Cited by 1 publication

References 0 publications

Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities

Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities

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