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What is Conversation Marketing

Handbook of Research on Social Interaction Technologies and Collaboration Software: Concepts and Trends
Use of social media by corporate marketers to promote products or brands.
Published in Chapter:
Citizen Marketing
Ruth E. Brown (The University of Nebraska—Lincoln, USA)
DOI: 10.4018/978-1-60566-368-5.ch005
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.
Full Text Chapter Download: US $37.50 Add to Cart
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Terms of the Digital Age: Realities and Cultural Paradigms
A strategy that involves understanding who customers are, who influences them and how to engage with those influencers.
Full Text Chapter Download: US $37.50 Add to Cart
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