The Megaphone Effect in Social Media: How Ordinary Consumers Become Style Leaders
Download
To Suggested Citation
Suggested Citation
McQuarrie, E., & Phillips, B. (2014). The Megaphone Effect in Social Media: How Ordinary Consumers Become Style Leaders. NIM Marketing Intelligence Review, 6(2), 16-20. https://doi.org/10.2478/gfkmir-2014-0092

Register for our Newsletter

NIM Marketing Intelligence Review – Social Brand Engagement

The Megaphone Effect in Social Media: How Ordinary Consumers Become Style Leaders

Authors

Download Article

Abstract

Amassing an audience by blogging is a very recent form of online consumer behavior. Consumers not only seek community as earlier studies show, they also look for taste leadership from certain peers Fashion bloggers take hold of the Internet “megaphone” to broadcast and influence taste within an elaborate social and cultural process. It teaches us some general principles about the ways professional marketing is affected by these “citizen journalists” on social media, and how their behavior is affected by marketers. These megaphone-holding consumers have real power, and their consumer-to-consumer relationships depend upon brands. Brands are increasingly coming to depend upon them as well. Although these bloggers started out as ordinary consumers, they were soon integrated into the professional fashion system and do not oppose it. They therefore pose no threat to professional marketers, but rather offer  an alternative marketing opportunity within the complex web of social media.

Authors

Share Publication
Suggested Citation
McQuarrie, E., & Phillips, B. (2014). The Megaphone Effect in Social Media: How Ordinary Consumers Become Style Leaders. NIM Marketing Intelligence Review, 6(2), 16-20. https://doi.org/10.2478/gfkmir-2014-0092


Other articles of the MIR issue “Social Brand Engagement”

Here you can find more exciting articles of this issue.

To the entire issue

Latest issues

Scroll to top