The implications of company‐sponsored messages disguised as word‐of‐mouth
Document Type
Article
Publication Date
7-5-2011
Abstract
Purpose
The research objectives of this paper are to propose explanations for why some service firms are disguising commercially sponsored messages as genuine word‐of‐mouth (W‐O‐M) and to discuss the potentially harmful consequences that they can encounter as a result of this strategy.
Design/methodology/approach
Objectives are achieved through conceptual analysis of extant literature.
Findings
This paper finds that service firms may be placing messages disguised as W‐O‐M on internet blogs due to the recent popularity of blogging, the sheer power of W‐O‐M in the marketing mix, and because services offerings often entail experience qualities. Using a different platform, some service firms may utilize brand pushers because the social risk inherent in some service purchases leads consumers to rely more heavily on perceived social norms. Moreover, brand pushers are able to offer vivid message content in a flexible format. Lastly, various companies within the service sector may be asking celebrities to present their paid endorsements under the guise of unsponsored W‐O‐M because genuine support is a critical driver of endorser effectiveness.
Practical implications
Service practitioners are advised of the potential erosion of customer commitment and trust that can result from presenting a commercial message under the guise of sincere W‐O‐M. Ethical and legal implications of such strategies are also outlined.
Originality/value
This paper fills a gap in the services literature in that it specifically addresses the motivations and potential consequences that service firms can encounter by disguising a sponsored message as genuine W‐O‐M.
DOI
https://doi.org/10.1108/08876041111143078
Recommended Citation
Magnini, V.P. (2011), "The implications of company‐sponsored messages disguised as word‐of‐mouth", Journal of Services Marketing, Vol. 25 No. 4, pp. 243-251. https://doi.org/10.1108/08876041111143078
Original Citation
Magnini, V. P. (2011). The implications of company‐sponsored messages disguised as word‐of‐mouth. Journal of Services Marketing, 25(4), 243-251. http://dx.doi.org/10.1108/08876041111143078
