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Word of mouth, youth and their brands

Word of mouth, youth and their brands Purpose – This paper aims to describe the ways word‐of‐mouth (WOM) can operate in social network platforms such as Facebook Design/methodology/approach – Using Headbox, a research and seeding community for 30,000 16‐25 year olds who share their thoughts, their opinions and their ideas and get rewarded for it, consumer insights on brands and how positive and negative WOM are described. Findings – The paper finds that the importance of co‐creation is vital in diffusion. Co‐creation implies that marketing happens with young people rather than it being directed at them. Research limitations/implications – Results are limited to technological societies where the web has permeated and is accessible as a means of general communication Practical implications – Managerial implications suggest a new mindset toward marketing and greater emphasis on the active role of social communities in the youth market Originality/value – A new approach to marketing using social networking and a very large sample suggests that we are near to a clearer understanding of the complexities of diffusion by WOM. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Young Consumers: Insight and Ideas for Responsible Marketers Emerald Publishing

Word of mouth, youth and their brands

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
1747-3616
DOI
10.1108/17473610810857327
Publisher site
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Abstract

Purpose – This paper aims to describe the ways word‐of‐mouth (WOM) can operate in social network platforms such as Facebook Design/methodology/approach – Using Headbox, a research and seeding community for 30,000 16‐25 year olds who share their thoughts, their opinions and their ideas and get rewarded for it, consumer insights on brands and how positive and negative WOM are described. Findings – The paper finds that the importance of co‐creation is vital in diffusion. Co‐creation implies that marketing happens with young people rather than it being directed at them. Research limitations/implications – Results are limited to technological societies where the web has permeated and is accessible as a means of general communication Practical implications – Managerial implications suggest a new mindset toward marketing and greater emphasis on the active role of social communities in the youth market Originality/value – A new approach to marketing using social networking and a very large sample suggests that we are near to a clearer understanding of the complexities of diffusion by WOM.

Journal

Young Consumers: Insight and Ideas for Responsible Marketers – Emerald Publishing

Published: Mar 14, 2008

Keywords: Youth; Brands; Personal communication networks

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