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Citizen Marketing

Citizen Marketing

Ruth E. Brown
Copyright: © 2010 |Pages: 11
ISBN13: 9781605663685|ISBN10: 1605663689|EISBN13: 9781605663692
DOI: 10.4018/978-1-60566-368-5.ch005
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MLA

Brown, Ruth E. "Citizen Marketing." Handbook of Research on Social Interaction Technologies and Collaboration Software: Concepts and Trends, edited by Tatyana Dumova and Richard Fiordo, IGI Global, 2010, pp. 45-55. https://doi.org/10.4018/978-1-60566-368-5.ch005

APA

Brown, R. E. (2010). Citizen Marketing. In T. Dumova & R. Fiordo (Eds.), Handbook of Research on Social Interaction Technologies and Collaboration Software: Concepts and Trends (pp. 45-55). IGI Global. https://doi.org/10.4018/978-1-60566-368-5.ch005

Chicago

Brown, Ruth E. "Citizen Marketing." In Handbook of Research on Social Interaction Technologies and Collaboration Software: Concepts and Trends, edited by Tatyana Dumova and Richard Fiordo, 45-55. Hershey, PA: IGI Global, 2010. https://doi.org/10.4018/978-1-60566-368-5.ch005

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Abstract

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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