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Once you can fake sincerity …

Once you can fake sincerity … Purpose – The purpose of this paper is to examine a new and possibly serious problem facing marketers and business in general – the breakdown of the marriage of media and advertising, and the concurrent perceived imperative for companies to achieve “authenticity.” Design/methodology/approach – Essay. Findings – The breakdown of the advertising business model, and the rise of new, more powerful technological ways to contact customers, make it far more difficult for marketers to reach their customers without repelling them; a new way forward has not yet been found (or if it has, no one's talking). Originality/value – Examines these issues in what is hoped to be a unique way. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business Strategy Emerald Publishing

Once you can fake sincerity …

Journal of Business Strategy , Volume 32 (6): 3 – Oct 31, 2011

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0275-6668
DOI
10.1108/02756661111180140
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to examine a new and possibly serious problem facing marketers and business in general – the breakdown of the marriage of media and advertising, and the concurrent perceived imperative for companies to achieve “authenticity.” Design/methodology/approach – Essay. Findings – The breakdown of the advertising business model, and the rise of new, more powerful technological ways to contact customers, make it far more difficult for marketers to reach their customers without repelling them; a new way forward has not yet been found (or if it has, no one's talking). Originality/value – Examines these issues in what is hoped to be a unique way.

Journal

Journal of Business StrategyEmerald Publishing

Published: Oct 31, 2011

Keywords: Authenticity; Millennial Generation; Generation X; Crowdsourcing; Advertising; Internet; Algorithms

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