Subject Index
 

WARC Online's media editor, Laura James, analyses the media trends of the 55 published winners of the 2008 US Effie awards (there was a total of 94 winning entries to the competition). Online emerges ...

This article summarises the book 'Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000: Running a business in today's consumer-driven world', by Pete Blackshaw (Doubleday, 2008). The boo ...

Recent internet developments permit reliance on the shared intelligence of groups for market research. We illustrate two applications in which users create content from their responses to open-ended q ...

This article is an edited version of Geoffrey Precourt's coverage of the second day of the Ad:Tech Chicago 2008 Conference. In it, he discusses how companies such as Ford and Nikon are using mobile ma ...

The advertising industry has come to accept that humans are group animals and exhibit herd-like behaviour. This is assumed to apply online in social networks. But this paper argues it is unwise to ass ...

This article summarises the book 'Join the Conversation: how to engage marketing-weary consumers with the power of community, dialogue, and partnership', by Joseph Jaffe (Wiley, 2007). The key premise ...

This article summarises the book 'Groundswell: winning in a world transformed by social technologies', by Charlene Li and Josh Bernoff (Harvard Business School Press, 2008). The book's central premise ...

In this article, Julian Smith, Mediaedge:cia Interaction's Research and Insight Director, discusses making the most of consumer creative collaboration. Aided by broadband and wireless connectivity, so ...

As one of the fastest growing subsidiaries worldwide, IBM Brazil has more than doubled its workforce size in the last couple of years to 13,000 employees, distributed in over ten locations. In an effo ...

In the time since the advent of the Internet, the influence of online recommendations on consumer decision making has attracted great attention. YouTube and sites with blogging capabilities, such as M ...

To understand information processing on blogs, this study investigates how perceived blogger trustworthiness affects blog readers' elaboration of brand-related messages and its interaction effects wit ...

The advent of Web 2.0 technologies has enabled the efficient creation and distribution of user-generated content (UGC), resulting in vast changes in the online media landscape. For instance, the proli ...

Within the user-generated content sites, the role and growth of social networking sites has been undeniably overwhelming. Social networking sites (SNS) generate millions of dollars in revenue and adve ...

Using the example of the Sony BRAVIA 'Balls' commercial, this paper discusses the value and effects of consumer-generated spoof versions of viral films. It argues that the number, popularity and durat ...

Grabbing internet users' attention with viral advertising is getting harder. In this article, GoViral, the specialist viral distribution agency, asks whether virals which parody or allude to other ca ...

Tapping the commercial potential of online social networks remains elusive. Bebo, the 40m-member website, has embraced online product placement, signing up Procter & Gamble, Microsoft and movie studio ...

Word of mouth (WOM) is attracting increased attention as a vital source of influence on purchase decision- making. The rapid uptake of online social networking and other types of Web 2.0 applications ...

This article discusses and describes the ways in which marketers and market researchers are using Second Life (SL). Points discussed include: how the interactivity of Second Life can be used for produ ...

In this article, Peter Mouncey, Editor of the International Journal of Market Research, and Roderick White, Editor of Admap, report on the MRS Conference 2008. They cover a broad range of themes, incl ...

This article describes social networks, their growth and development, and the implications for marketing. The market is changing rapidly and remains unsettled. A key distinction is between 'open' and ...

The challenges Web 2.0 is posing to businesses are not coming from technology but from the kinds of relationships customers are demanding from companies. Markets have become conversations, and many es ...

This article discusses 'social media' (online networks, Web 2.0 etc.) and their implications for marketers. Social media, an integral component of the internet, have changed attitudes to media as a wh ...

To investigate the determinants of the effects of a viral campaign, we employ the classical framework of a persuasive communication model, designated as “Who says what to whom in which channel and wit ...

During the past few years, there has been an exponential growth of blogs, and behind these blogs are numerous bloggers who create and manage them. It is widely expected that bloggers armed with their ...

The internet stands apart from other media in enabling its “users” to interact. From this perspective, the internet will always be, at its core, a tool for interpersonal communication. While consumers ...

Marketers are interested in the phenomenon of "consumer-generated media", or "buzz", given its potential to affect the commercial prospects for their products. Within the consumer packaged goods (CPG) ...

In today’s fragmented media landscape, generating positive word of mouth (WOM) among consumers has become an important tool for marketers. Marketers are challenged with identifying influential individ ...

Media, internet and telecommunications are playing a major role in helping Saudis reach out and connect with each other and the rest of the world. In this digital age, communications barriers are comi ...

This paper describes a newly-developed research method for exploring the behavior, values and needs of people in the virtual environment. It discusses the research methodology for this technique and p ...

Around 70 million blogs have been created worldwide, with around nine million currently running in France. Blogs offer an extraordinary new field of investigation, as millions of instances of electron ...