Buy, boycott or blog : exploring online consumer power to share, discuss and distribute controversial advertising messages

Kerr, Gayle F., Mortimer, Kathleen, Dickinson, Sonia, & Waller, David (2012) Buy, boycott or blog : exploring online consumer power to share, discuss and distribute controversial advertising messages. European Journal of Marketing, 46(3/4), pp. 387-405.

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The availability of new media as a universal communication tool has an impact on the power of the general public to comment on a variety of issues. This paper examines this increase in consumer power with respect to bloggers. The research context is controversial advertising, and specifically Tourism Australia’s “Where the bloody hell are you?” campaign. By utilising Denegri-Knott’s (2006) four on-line power strategies, a content analysis of weblogs reveals that consumers are distributing information, opinion and even banned advertising material, thereby forming power hubs of like-minded people, with the potential to become online pressure groups. The consequences and implications of this augmented power on regulators, advertisers and bloggers are explored. The findings contribute to the understanding of blogs as a new communication platform and bloggers as a new demographic of activists in the process of advertising.

Impact and interest:

21 citations in Scopus
11 citations in Web of Science®
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ID Code: 53367
Item Type: Journal Article
Refereed: Yes
Keywords: Advertising Standards, Consumer Protection, Advertising Agencies, Ethics, Case Study
DOI: 10.1108/03090561211202521
ISSN: 0309-0566
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2012 Emerald Group Publishing Limited
Deposited On: 28 Aug 2012 23:27
Last Modified: 23 Jun 2017 14:18

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