Последствия маскировки оплачиваемых компаниями сообщений под сарафанное радио
Магнини В.

Аннотация

Цель данной статьи — объяснить, для чего некоторые сервисные компании выдают оплаченные сообщения за сарафанное радио, и обсудить возможные последствия подобной стратегии. Автор рассматривает такие приемы, как размещение коммерческих сообщений в интернет-блогах, привлечение компаниями «промоутеров» бренда и использование рекомендаций известных персон.

Содержание

Размещение оплачиваемых сообщений в интернет-блогах;
Привлечение «промоутеров» бренда для распространения молвы;
Использование положительных отзывов знаменитостей, выдаваемых за их личное мнение;
Последствия обмана для сервисных организаций;
Последствия обмана для потребителей услуг;
Последствия обмана для исследователей в области маркетинга услуг;

Ключевые слова: реклама, блоги, промоутеры бренда, коммуникации, отрасли сервиса, скрытый маркетинг, сарафанное радио
Журнал: «Маркетинг услуг» — №2, 2012 (© Издательский дом Гребенников)
Объем в страницах: 13.
Кол-во знаков: около 33,578.

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Магнини Винсент
доктор философии

Доктор философии, ассистент профессора маркетинга в гостиничном бизнесе Политехнического университета Виргинии.

г. Блэксбург, США

Автор более 30 статей.