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Cited by 1,278

The DOI matches its Crossref record; 7 of the 7 references it cites were found in a registry or an index.

Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities

Kozinets, Robert V., De Valck, Kristine, Wojnicki, Andrea C., Wilner, Sarah J.S.·2010·Journal of Marketing
DOI 10.1509/jm.74.2.71
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Abstract

Word-of-mouth (WOM) marketing—firms’ intentional influencing of consumer-to-consumer communications—is an increasingly important technique. Reviewing and synthesizing extant WOM theory, this article shows how marketers employing social media marketing methods face a situation of networked coproduction of narratives. It then presents a study of a marketing campaign in which mobile phones were seeded with prominent bloggers. Eighty-three blogs were followed for six months. The findings indicate that this network of communications offers four social media communication strategies—evaluation, embracing, endorsement, and explanation. Each is influenced by character narrative, communications forum, communal norms, and the nature of the marketing promotion. This new narrative model shows that communal WOM does not simply increase or amplify marketing messages; rather, marketing messages and meanings are systematically altered in the process of embedding them. The theory has definite, pragmatic implications for how marketers should plan, target, and leverage WOM and how scholars should understand WOM in a networked world.

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Metadata

Authors
Kozinets, R. V., De Valck, K., Wojnicki, A. C., & Wilner, S. J. S.
Venue
Journal of Marketing
Publisher
SAGE Publications
Published
2010-03
Volume
74
Issue
2
Pages
71-89
ISSN
  • 0022-2429 (ISSN-L)
  • 1547-7185
DOI
10.1509/jm.74.2.71
OpenAlex
W1510762207
Cited by
1,278
References
7
FWCI
150.25
Type
journal article
Language
en
Open access
closed

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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.