Bernoff, Josh. "The Marketing Value of Customer Experience." Advertising Age. Crain Communications, 12 Jan. 2011. Web. 22 Feb. 2011. <http://adage.com/digitalnext/post?article_id=148164>.
"Customer experience is marketing." This article will add to my argument about how consumer experiences can build a brand. More specifically, even though I am arguing about brand addicts, this basic concept of consumer experiences is an important step to introduce as a basis for my project. The information will help me set the groundwork for my discussion on brand addicts. The challenge will be taking this information and building an analysis about how good consumer experiences can form brand addicts.
"Crew Girl". Weblog post. J.Crew Addict. Blogger, 14 June 2010.
Web. 28 Feb. 2011. <http://www.jcrewaddict.com/>.
In her online blog, “Crew Girl” exemplifies what a brand addict can do to help promote brand growth. This blog will not only help provide me with an example of how brand addict word-of-mouth can help build a brand, but also what exactly the brand addict does to promote the brand. With no blog followers, this source will provide a small challenge for trying to argue that “Crew Girl's” postings influence consumers, but I can use Google's list of search results to help make up for that since this blog shows up under the search results for J.Crew.
Godes, David Godes, and Dina Mayzlin. "Using Online Conversations
to Study Word-of-Mouth Communication." Marketing Science 43.4
(2004):545-560. JSTOR. Web. 28 Feb. 2011.
<http://www.jstor.org/stable/30036688>.
This source discusses the challenges and opportunities associated with measuring word-of-mouth advertising online. The information will help me build to my argument by adding current ways online conversations are being measured to discover the impact of word-of-mouth on product/brand success. Although this source provides insight into how word-of-mouth's success is being measured, it provides examples mostly from television. I think that the examples can still provide useful information about how important word-of-mouth advertising can be for building a brand's image.
Henderson, Tom. "Technology and Brand Addiction, a Twelve Step
Program." IT World. International Data Group, 15 Mar. 2010.
Web. 28 Feb. 2011. <http://www.itworld.com/personal-tech/100513/
brand-addiction-a-twelve-step-program>.
This source, although more of a humorous approach, provides insight
into how multimedia is creating brand addicts. The information
provided by this site will help me argue how multimedia is not only
providing a more interactive landscape for consumers, but it also
provides more ways for a consumer to become addicted to a brand by
giving them more ways to connect with it. Unfortunately, this source
does not really define what a brand addict is, but I can still use it to help develop a working definition.
Lam, Siv. Weblog post. J.CrewAholics. Wordpress, 18 Feb. 2011.
Web. 28 Feb. 2011. <http://jcrewaholics.com/>.
J.CrewAholics demonstrates an example of how word-of-mouth presented by a brand addict can contribute to the positive image of a brand. This will help me show how brand addicts can use multimedia to help promote a brand. The challenge will be defining what a brand addict/J.Crew addict is with this information. Rather than providing a definition, this source demonstrates what a brand addict is through their online activities.
Malone, Chris. "What Are Social Media Good For? Putting a Face to a Brand." Advertising Age. Crain Communications, 10 Aug. 2010. Web. 22 Feb. 2011. <http://adage.com/cmostrategy/article?article_id=145324>.
This source describes some of the ways consumers are impacted by social media and how social media, in turn, can create brand loyalty (and even brand addicts). The information and ideas discussed in the article will help me build my argument about how brand loyalists and addicts can build a brand through social media. This will also help me provide insight about how consumers' views of a brand are greatly impacted and influenced by what they see throughout multimedia. Although this is a good resource about brand loyalty, it does not go in-depth about how consumers use their word-of-mouth to increase the brand's online buzz.
McNaughton, Elizabeth. "Social Media: An Advertising Minefield?" Blakes. Blake, Cassels & Graydon LLP, 19 Jan. 2011. Web. 28 Feb. 2011. <http://www.blakes.com/english/view.asp? ID=4510>.
Blakes' source discusses details of current word-of-mouth and crowd-sourcing strategies. This information will help me become more familiar with current word-of-mouth forms as well as emerging ones. This article specifically discusses word-of-mouth and crowd-sourcing with social media. Although this information will be useful and provides a great deal of information about advertising with social media, it does not provide enough examples of how consumer word-of-mouth can build a brand.
Monahan, George E. "A Pure Birth Model of Optimal Advertising with Word-Of-Mouth." Marketing Science 3.2 (1984): 169-178. JSTOR. Web. 28 Feb. 2011. <http://www.jstor.org/stable/183749>.
This source describes word-of-mouth tactics relating to advertising. The information provided through this source will help me present the typical model used for word-of-mouth advertising and how to achieve optimization. While this source is great for helping me begin my discussion of word-of-mouth advertising, it does not incorporate the information I need to fully link brand addicts to advertising.
Slutsky, Irina. "Facebook Turns the 'Like' Into Its Newest Ad." Advertising Age. Crain Communications, 25 Jan. 2011. Web. 28 Feb. 2011. <http://adage.com/article/digital/facebook- turns-newest-ad/148452/>.
This AdAge article discusses Facebook's new option for advertisers. With this option, advertisers can use the 'Like' button to their benefit even more by creating brand messages on users' news-feeds. When a user clicks that they 'Like' a product or a brand, that 'Like' will show up in their friends' news-feeds as an advertisement. This information will assist me in providing examples of new word-of-mouth outlets on multimedia.
"WOMMA: The Leading Voice for Ethical and Effective Word of Mouth and Social Media Marketing." Word of Mouth Marketing Association. WOMMA, Feb. 2011. Web. 22 Feb.2011. <http://womma.org/main/>.
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