Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Business
Towards A Folk Taxonomy Of Popular New Media Marketing Terms, Nathalie S. Collins, Jamie Murphy
Towards A Folk Taxonomy Of Popular New Media Marketing Terms, Nathalie S. Collins, Jamie Murphy
Research outputs 2013
Word of Mouth and Brand Community Marketing terms have emerged to describe particular people and their effectiveness in promoting messages, particularly with the emergence of social media. The development of the terms and their use are concurrent in academic literature, industry literature and popular culture. Furthermore, it is common for these terms to converge, borrowing meanings, connotations and subtexts. This paper explores five key community marketing terms−Geek, Maven, Alpha User, Evangelist and Fanboy−and develops term classifications and relationships into a folk taxonomy. Tourism and hospitality practitioners and academics can use the taxonomy for word of mouth activities and research.
The Road To Damascus Leads To One Infinite Loop: An Introspective Adventure Into Apple Computer Customer Evangelism, Nathalie S. Collins
The Road To Damascus Leads To One Infinite Loop: An Introspective Adventure Into Apple Computer Customer Evangelism, Nathalie S. Collins
Research outputs 2013
This paper draws on a literature review, conceptual development and an introspective narrative to explore “quintessence” and Customer Evangelism (CE). Quintessence, a mystical connection between the customer and a product, elevates a profane product experience to the sacred. This paper argues that the quintessential moment, the root of the Customer Evangelism conversion experience, awakens or redirects a propensity toward evangelistic behaviour. As the moment of conversion, quintessence is as pivotal as it is mystical. Tourism entities can attempt to nurture a seemingly religious experience, and for some entities quintessence is an unexpected by-product. An introspective narrative, through one of the …