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Bloggers or floggers? : Undercover advertising exposed : research report

Author: Maryse Guénette; Geneviève Grenier; Option consommateurs (Association)
Publisher: Montreal, Que. : Option consommateurs, 2012.
Edition/Format:   eBook : Document : English
Summary:
Since 2006, there has been an explosion in the use of social media. A 2011 study confirms that social media have become an important source of information for consumers. Everything points to the fact that companies are turning to social media in addition to other more traditional modes of communication in an effort to attract consumers' attention. However, a number of questionable business practices are current in  Read more...
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Details

Genre/Form: Electronic books
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Maryse Guénette; Geneviève Grenier; Option consommateurs (Association)
OCLC Number: 839116485
Notes: "Avril 2012."
Description: 1 online resource (54 pages)
Contents: Option Consommateurs --
Introduction --
1. Definition, history and instances of astroturfing and flogging --
2. The current situation --
3. Ethical and legal considerations --
4. Other solutions --
Conclusion and recommendations --
Appendix 1. Screen shot of the Sosencheres.ca webpage "3D TV sold for 93 cents on Bidou" --
Appendix 2. Screenshot of the Sosencheres.ca web page "Toute la vérité sur lafolle et le_héros" --
Bibliography.
Other Titles: Blogueurs ou annonceurs? : Identité des publicitaires sous couvert : rapport de recherche
Responsibility: by Option consommateurs ; [research was overseen by Maryse Guénette ; conducted by Geneviève Grenier].
More information:

Abstract:

Since 2006, there has been an explosion in the use of social media. A 2011 study confirms that social media have become an important source of information for consumers. Everything points to the fact that companies are turning to social media in addition to other more traditional modes of communication in an effort to attract consumers' attention. However, a number of questionable business practices are current in the social media. Among these are "flogging" (creating fake blogs) or "astroturfing" (using a pseudonym and a false identity to interact with consumers). Increasingly, companies are resorting to these practices as marketing and publicity tools. They pass themselves off as private citizens, and in so doing, mislead consumers. This is the main reason why such practices are condemned by marketing and public relations experts. The aim of this study is to identify the phenomena of flogging and astroturfing, to determine their legitimacy and ethical value, to analyze their impact on consumers, and finally, to make recommendations to legislators to ensure that Canadians are protected against such practices.

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