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Optional Marketing: A Typology of Customer Evangelism at Web 2.0 and IRL
Jönköping University, School of Education and Communication, HLK, Media and communication science.
2011 (English)Conference paper, Published paper (Other academic)
Abstract [en]

Loyal customers, optionally distributing promoting communication about brands they identify with, are called customer evangelists. Within media theory they resemble the two-step hypothesis’ opinion leader. The promoting practice they carry on is called Word of Mouth (WoM), or Word of Web (WoW) when it is exercised on the internet. The aim of this paper is to investigate when, where, and how loyal users and customers of the Swedish web company Moderskeppet promote the company in their digital and social networks. The following overarching questions will be answered: What characterizes the promoting communication of Moderskeppet’s customer evangelists on the internet (WoW) and in real life (WoM) respectively? On the basis of these data different types of customer evangelism will be identified. A typology will furthermore be established in order to heterogenize the still rather homogenous concept of customer evangelist.

Place, publisher, year, edition, pages
2011.
Keyword [en]
Customer evangelist, two-step hypothesis, opinion leader, Word of Mouth, Word of Web
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hj:diva-16874OAI: oai:DiVA.org:hj-16874DiVA: diva2:466785
Conference
NordMedia 2011, Akureyri, Island, 11-13 August
Projects
Organ¬ized Producers of Young Net Cultures: Actors, Practices, Ambitions
Available from: 2011-12-16 Created: 2011-12-16 Last updated: 2012-10-26Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
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Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
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  • asciidoc
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