The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Citizen Marketing
Abstract
This chapter explores citizen marketing, which refers to consumers voluntarily posting product information based on their knowledge and experience. The product information may take the form of opinions, reviews, videos, ads, or entire websites; it is persuasive in that it meets a consumer need for credible peer review of products. Research into information spread by word-of-mouth provides the theoretical foundation for citizen marketing. Because it is found on the Internet where word spreads quickly, citizen marketing empowers individuals to bring change in the form of product design or price. The chapter examines how mainstream marketers are trying to channel citizen marketing through various means, including unfiltered peer-to-peer interaction on product websites.
Related Content
|
Prasanna Ranjith Christodoss, Rajesh Natarajan.
© 2022.
14 pages.
|
|
K. Uday Kiran, Gowtham Mamidisetti, Chandra shaker Pittala, V. Vijay, Rajeev Ratna Vallabhuni.
© 2022.
12 pages.
|
|
Amalraj Irudayasamy, Prasanna Ranjith Christotodoss, Rajesh Natarajan.
© 2022.
20 pages.
|
|
Koppula Srinivas Rao, S. Saravanan, Kasula Raghu, V. Rajesh, Pattem Sampath Kumar.
© 2022.
15 pages.
|
|
Swapna B., Arulmozhi P., Kamalahasan M., Anuradha V., Meenaakumari M., Hemasundari H., Aathilakshmi T..
© 2022.
21 pages.
|
|
Archana K. S., Sivakumar B., Siva Prasad Reddy K.V, Arul Stephen C., Vijayalakshmi A., Ebenezer Abishek B..
© 2022.
15 pages.
|
|
Swapna B., M. Kamalahasan, S. Gayathri, S. Srinidhi, H. Hemasundari, S. Sowmiya, S. Shavan Kumar.
© 2022.
12 pages.
|
|
|