Who says what to whom in what channel? A rules theoretic perspective on word-of-mouth marketing (8/10)

This article talks about word of mouth marketing campaign participants and their choices for communication partners, content, and channel. There were four contexts that were identified in participants’ choices: episode, relationship, life-script and, family narrative. The results show that choices may be obligated, legitimated or prohibited depending on the activated context.

What do you think?

0 points
Upvote Downvote

Total votes: 0

Upvotes: 0

Upvotes percentage: 0.000000%

Downvotes: 0

Downvotes percentage: 0.000000%

Leave a Reply

Your email address will not be published. Required fields are marked *