Lost in Translation: The Social Shaping of Marketing Messaging

Lost in Translation: The Social Shaping of Marketing Messaging

Word of mouth marketing (WOMM) does not travel as unidirectionally and straight as previously assumed. Rather, consumers are active co-producers of value and translate and transform marketing meanings. Word of mouth resulting from marketing communications can be anything from euphoric to resistant,...

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Bibliographic Details
Main Authors: Kozinets Robert V., de Valck Kristine, Wojnicki Andrea, Wilner Sarah J. S.
Format: Article
Language:English
Published: Sciendo 2014-11-01
Series:GfK Marketing Intelligence Review
Subjects:
WOM
Blogs
Social Media
Product Seeding
Network Co-Production
Consumer-Marketer
Social Brand Engagement
Online Access:http://www.degruyter.com/view/j/gfkmir.2014.6.issue-2/gfkmir-2014-0094/gfkmir-2014-0094.xml?format=INT

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