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What is Vigilante Marketing

Handbook of Research on Social Interaction Technologies and Collaboration Software: Concepts and Trends
Voluntary advertising and marketing efforts by brand loyalists on behalf of the brand.
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.
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Advertising in the World of Social Media-Based Brand Communities
“Unpaid advertising and marketing efforts, including one-to-one, one-to-many, and many-to-many commercially oriented communications, undertaken by brand loyalists on behalf of the brand” (Muniz & Schau, 2007 AU30: The citation "Muniz & Schau, 2007" matches the reference "Muñiz, Schau, 2007", but an accent or apostrophe is different. , p. 35).
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