IRIS publication 119939969
Is co-participation the new persuasion? A conceptual reflection on tribal marketing’s contribution to the X Factor effect
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TY - CONF - Richardson, B. - Academy of Marketing Consumer Research SIG workshop on consumer persuasion - Is co-participation the new persuasion? A conceptual reflection on tribal marketing’s contribution to the X Factor effect - 2011 - December - Unpublished - 1 - () - This paper examines the X Factor as an illustration of the tribal marketing approach to marketing communications and persuasion. The literature on communities of consumption points to difficulties with regard to retention of control over brand image when using community-based approaches. These difficulties have discouraged marketers from adopting such methods. However the X Factor approach, with its emphasis on co-creation of experience, marketer co-participation in tribal ritual, and thus careful creation of the perception that the marketer is part of the tribe, allows the marketer to facilitate the tribe's hedonic impulses while ultimately retaining control over the brand's image. DA - 2011/12 ER -
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@inproceedings{V119939969, = {Richardson, B. }, = {Academy of Marketing Consumer Research SIG workshop on consumer persuasion}, = {{Is co-participation the new persuasion? A conceptual reflection on tribal marketing’s contribution to the X Factor effect}}, = {2011}, = {December}, = {Unpublished}, = {1}, = {()}, = {{This paper examines the X Factor as an illustration of the tribal marketing approach to marketing communications and persuasion. The literature on communities of consumption points to difficulties with regard to retention of control over brand image when using community-based approaches. These difficulties have discouraged marketers from adopting such methods. However the X Factor approach, with its emphasis on co-creation of experience, marketer co-participation in tribal ritual, and thus careful creation of the perception that the marketer is part of the tribe, allows the marketer to facilitate the tribe's hedonic impulses while ultimately retaining control over the brand's image.}}, source = {IRIS} }
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AUTHORS | Richardson, B. | ||
TITLE | Academy of Marketing Consumer Research SIG workshop on consumer persuasion | ||
PUBLICATION_NAME | Is co-participation the new persuasion? A conceptual reflection on tribal marketing’s contribution to the X Factor effect | ||
YEAR | 2011 | ||
MONTH | December | ||
STATUS | Unpublished | ||
PEER_REVIEW | 1 | ||
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ABSTRACT | This paper examines the X Factor as an illustration of the tribal marketing approach to marketing communications and persuasion. The literature on communities of consumption points to difficulties with regard to retention of control over brand image when using community-based approaches. These difficulties have discouraged marketers from adopting such methods. However the X Factor approach, with its emphasis on co-creation of experience, marketer co-participation in tribal ritual, and thus careful creation of the perception that the marketer is part of the tribe, allows the marketer to facilitate the tribe's hedonic impulses while ultimately retaining control over the brand's image. | ||
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