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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.
Young Consumers: Insight and Ideas for Responsible Marketers – Emerald Publishing
Published: Mar 14, 2008
Keywords: Youth; Brands; Personal communication networks
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