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What is rogue marketing? An exploration of how hard seltzer sparked a social media phenomenon

What is rogue marketing? An exploration of how hard seltzer sparked a social media phenomenon This study aims to introduce, explicate, offer a framework and provide future research directions for a phenomenon herein named rogue marketing. Rogue marketing is explored vis-à-vis a phenomenon that occurred over the summer of 2019 with a new product category, hard seltzers. It is proposed that rogue marketing occurs when an unaffiliated individual creates and posts an informal message about a brand on social media that becomes viral. Although the post is not funded or endorsed by the company that owns the brand, reaching viral status results in free and unexpected advertising (positive or negative).Design/methodology/approachRogue marketing is first explored through a comparative analysis with company produced advertisements. Then, the company’s response to rogue marketing is gauged through both qualitative and quantitative data. The sample of 210 respondents was recruited from students enrolled in college hospitality courses and through posts made on social media.FindingsRogue marketing is found to be somewhat more compelling than company produced advertisements and those who found the rogue marketing message more compelling had stronger sentiments regarding the company’s response.Research limitations/implicationsThis exploratory study of rogue marketing provides a conceptualization and starting framework for future research concerning this phenomenon.Originality/valueRogue marketing is a new phenomenon and is distinct from influencer marketing and viral marketing in its characteristics. Additionally, the company’s response to rogue marketing messages may influence behavioral outcomes. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Business Research Emerald Publishing

What is rogue marketing? An exploration of how hard seltzer sparked a social media phenomenon

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1751-1062
eISSN
1751-1062
DOI
10.1108/ijwbr-02-2021-0008
Publisher site
See Article on Publisher Site

Abstract

This study aims to introduce, explicate, offer a framework and provide future research directions for a phenomenon herein named rogue marketing. Rogue marketing is explored vis-à-vis a phenomenon that occurred over the summer of 2019 with a new product category, hard seltzers. It is proposed that rogue marketing occurs when an unaffiliated individual creates and posts an informal message about a brand on social media that becomes viral. Although the post is not funded or endorsed by the company that owns the brand, reaching viral status results in free and unexpected advertising (positive or negative).Design/methodology/approachRogue marketing is first explored through a comparative analysis with company produced advertisements. Then, the company’s response to rogue marketing is gauged through both qualitative and quantitative data. The sample of 210 respondents was recruited from students enrolled in college hospitality courses and through posts made on social media.FindingsRogue marketing is found to be somewhat more compelling than company produced advertisements and those who found the rogue marketing message more compelling had stronger sentiments regarding the company’s response.Research limitations/implicationsThis exploratory study of rogue marketing provides a conceptualization and starting framework for future research concerning this phenomenon.Originality/valueRogue marketing is a new phenomenon and is distinct from influencer marketing and viral marketing in its characteristics. Additionally, the company’s response to rogue marketing messages may influence behavioral outcomes.

Journal

International Journal of Wine Business Research – Emerald Publishing

Published: Jul 5, 2022

Keywords: Rogue marketing; Social media influencers; User-generated content; Viral marketing; Influencer marketing; Not applicable; Survey research; Brand placement

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