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Web-based social movements contesting marketing strategy: the mobilisation of multiple actors and rhetorical strategies

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Web-based social movements contesting marketing strategy: the mobilisation of multiple actors and rhetorical strategies. / Palmer, Mark; Simmons, Geoff; Mason, Katy.
In: Journal of Marketing Management, Vol. 30, No. 3-4, 2014, p. 383-408.

Research output: Contribution to Journal/MagazineJournal articlepeer-review

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Palmer M, Simmons G, Mason K. Web-based social movements contesting marketing strategy: the mobilisation of multiple actors and rhetorical strategies. Journal of Marketing Management. 2014;30(3-4):383-408. Epub 2013 Aug 1. doi: 10.1080/0267257X.2013.818574

Author

Palmer, Mark ; Simmons, Geoff ; Mason, Katy. / Web-based social movements contesting marketing strategy : the mobilisation of multiple actors and rhetorical strategies. In: Journal of Marketing Management. 2014 ; Vol. 30, No. 3-4. pp. 383-408.

Bibtex

@article{bbf1b0a2c9ed49a592d278c4dcb48edc,
title = "Web-based social movements contesting marketing strategy: the mobilisation of multiple actors and rhetorical strategies",
abstract = "Previous studies suggest that marketing strategy is developed and used to mobilise and configure the actions of firm actors, creating a set of stabilising activities focused on the firm–customer dyad. Destabilising forces precipitated by the Internet and associated digital technologies involving contention and disruption by multiple actors are much less prevalent in the marketing literature. The central point we advance is that rather than marketing strategy being a controlled and stabilising force for firms in their relationships with customers, it can often lead to socially produced spaces where consumers and, importantly, other multiple actors form a social movement to actively attempt to destabilise it and contest its legitimacy. Using an innovative research approach, the findings of this study show how social movements proactively enrol and mobilise a wide range of relevant actors into a network of influence. Critical to this are rhetorical strategies, acting as important levers in attempts to destabilise and delegitimise a dominant firm's marketing strategy.",
keywords = "marketing strategy, social movements, marketing legitimacy, Internet marketing, rhetorical strategies",
author = "Mark Palmer and Geoff Simmons and Katy Mason",
year = "2014",
doi = "10.1080/0267257X.2013.818574",
language = "English",
volume = "30",
pages = "383--408",
journal = "Journal of Marketing Management",
issn = "0267-257X",
publisher = "Routledge",
number = "3-4",

}

RIS

TY - JOUR

T1 - Web-based social movements contesting marketing strategy

T2 - the mobilisation of multiple actors and rhetorical strategies

AU - Palmer, Mark

AU - Simmons, Geoff

AU - Mason, Katy

PY - 2014

Y1 - 2014

N2 - Previous studies suggest that marketing strategy is developed and used to mobilise and configure the actions of firm actors, creating a set of stabilising activities focused on the firm–customer dyad. Destabilising forces precipitated by the Internet and associated digital technologies involving contention and disruption by multiple actors are much less prevalent in the marketing literature. The central point we advance is that rather than marketing strategy being a controlled and stabilising force for firms in their relationships with customers, it can often lead to socially produced spaces where consumers and, importantly, other multiple actors form a social movement to actively attempt to destabilise it and contest its legitimacy. Using an innovative research approach, the findings of this study show how social movements proactively enrol and mobilise a wide range of relevant actors into a network of influence. Critical to this are rhetorical strategies, acting as important levers in attempts to destabilise and delegitimise a dominant firm's marketing strategy.

AB - Previous studies suggest that marketing strategy is developed and used to mobilise and configure the actions of firm actors, creating a set of stabilising activities focused on the firm–customer dyad. Destabilising forces precipitated by the Internet and associated digital technologies involving contention and disruption by multiple actors are much less prevalent in the marketing literature. The central point we advance is that rather than marketing strategy being a controlled and stabilising force for firms in their relationships with customers, it can often lead to socially produced spaces where consumers and, importantly, other multiple actors form a social movement to actively attempt to destabilise it and contest its legitimacy. Using an innovative research approach, the findings of this study show how social movements proactively enrol and mobilise a wide range of relevant actors into a network of influence. Critical to this are rhetorical strategies, acting as important levers in attempts to destabilise and delegitimise a dominant firm's marketing strategy.

KW - marketing strategy

KW - social movements

KW - marketing legitimacy

KW - Internet marketing

KW - rhetorical strategies

U2 - 10.1080/0267257X.2013.818574

DO - 10.1080/0267257X.2013.818574

M3 - Journal article

VL - 30

SP - 383

EP - 408

JO - Journal of Marketing Management

JF - Journal of Marketing Management

SN - 0267-257X

IS - 3-4

ER -