Citizen Marketing

Author(s):  
Ruth E. Brown

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.

E-Marketing ◽  
2012 ◽  
pp. 718-728
Author(s):  
Ruth E. Brown

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.


Author(s):  
Andreas Heinemann ◽  
Tobias Straub

The growing share of people using mobile devices, that support wireless peer-to-peer interaction, offers the opportunity to build a ubiquitous infrastructure for electronic word-of-mouth messaging and advertising. This chapter introduces Opportunistic Networks as a layer for one-hop communication that opens up electronic word-of-mouth messaging for mobile devices. The reader will learn about adPASS (short for advertisement passing), a system build on top of Opportunistic Networks for digital advertisement distribution stimulated by an anonymous and tamper-resistant bonus point model. A simulation based on empirical movement patterns indicates the feasibility of our approach. This chapter concludes with a summary and provides an outlook on further research paths starting from our findings.


2012 ◽  
pp. 1618-1636
Author(s):  
Andreas Heinemann ◽  
Tobias Straub

The growing share of people using mobile devices, that support wireless peer-to-peer interaction, offers the opportunity to build a ubiquitous infrastructure for electronic word-of-mouth messaging and advertising. This chapter introduces Opportunistic Networks as a layer for one-hop communication that opens up electronic word-of-mouth messaging for mobile devices. The reader will learn about adPASS (short for advertisement passing), a system build on top of Opportunistic Networks for digital advertisement distribution stimulated by an anonymous and tamper-resistant bonus point model. A simulation based on empirical movement pat=terns indicates the feasibility of our approach. This chapter concludes with a summary and provides an outlook on further research paths starting from our findings.


Author(s):  
Radovan Bačík ◽  
Mária Oleárová ◽  
Martin Rigelský

The development of the Internet and the current technologies have contributed to a significant progress in the consumer shopping process. Today, shopping decisions are more intuitive and much easier to make. E-shops, search engines, customer reviews and other similar tools reduce costs of searching for products or product information, thus boosting the habit of searching for information on the Internet - "Research Shopper Phenomenon" (Verhoef et al. 2007). According to Verhoef et al. (2015), this phenomenon leads to a phenomenon where consumers search for product information using one channel (Internet) and then make a purchase through another channel (brick-and-mortar shop). Heinrich and Thalmair (2013) refer to this effect as the "research online, purchase offline" or "ROPO" effect for short. This phenomenon can also be observed in reverse. Keywords: customer behavior, research online – purchase offline, association analysis


2019 ◽  
Vol 4 (1) ◽  
pp. 37-58
Author(s):  
Qun Zheng ◽  
Ying Xu

Pragmatic (in)felicity in requests refers to the (in)appropriateness and (im)politeness of one's language use. It has been a great challenge to L2 learners, as they are likely to compose grammatically correct but pragmatically infelicitous requests. Such infelicity could be associated with pragmalinguistic and sociopragmatic factors, yet whether L2 learners are aware of those factors has been underexplored. To understand the effects of power, imposition, and modifications on email perception, we designed a matched guise test for 224 Chinese L2 learners, who were instructed to rate from 1 (very inappropriate/impolite) to 5 (very appropriate/polite) on four email requests (Power±; Imposition±). We found that (1) learners are highly aware of pragmalinguistic factors because they perceive requests mitigated by internal and external modifications as more appropriate and polite (p < .05), (2) learners have limited awareness of power difference as they rank direct form as inappropriate in peer-to-peer interaction, and (3) learners cannot realise fully the sociopragmatic factors involved in high-imposition situations. The awareness of pragmatic (in)felicity among learners seems to be underdeveloped as regards degree of power and imposition. The findings could have some implications in language pedagogy.


2014 ◽  
Vol 42 (2) ◽  
pp. 321-330 ◽  
Author(s):  
YaPing Chang ◽  
XueBing Dong ◽  
Wei Sun

We studied the mechanism of the influence of the Internet of Things (IOT) product characteristics on consumer purchase intention. The results of a survey of 360 consumers showed that 6 dimensions of IOT product characteristics influence purchase intention; namely connectivity, interactivity, telepresence, intelligence, convenience, and security. We found that customer experience was the key mediating variable in the relationship between IOT product characteristics and purchase intention. Connectivity, interactivity, telepresence, intelligence, convenience, and security all positively influenced purchase intention via functional experience. Furthermore, connectivity, telepresence, convenience, and security positively influenced purchase intention via emotional experience. Our findings in the study provide some points of reference for improvement of IOT product design.


2008 ◽  
Vol 17 (04) ◽  
pp. 523-554 ◽  
Author(s):  
PABLO GOTTHELF ◽  
ALEJANDRO ZUNINO ◽  
MARCELO CAMPO

Many advances have been done to allow groups of people to work together and collaborate in the Internet. Collaborative systems are characterized by the way participants interact. In many cases, equal standing members should cooperate in a non-authoritative environment, where no entity or authority is or should be in charge of regulating the group. Therefore, decentralized communication infrastructures have been hailed as promising alternatives. Recently, decentralized infrastructures based on P2P approaches have drawn the attention of the research community because of their benefits in terms of scalability, robustness, availability and potentials for leveraging computational resources distributed across the Internet. In this paper, a scalable peer-to-peer (P2P) communication Infrastructure for groupware applications is presented. It enables a large number of people to join and cooperate in a robust, decentralized and easy deployable way, without requiring high capacity servers or any other special network infrastructure. The communication infrastructure is based on a binary tree as overlay structure, which implements all groupware communication functionality, including membership management and packet forwarding, at application level, making it an inexpensive and fast deployable solution for equal standing members, such as home users with a domestic connection to the Internet. Two applications, one for synchronous groupware and the other for asynchronous collaboration, have been developed to validate the approach. Comparisons with other communication infrastructures in aspects such as end-to-end propagation delay, group latency, throughput, protocol overhead, failure recovery and link stress, show that our approach is a scalable and robust alternative.


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