Document Type

Conference Proceeding

Publisher

University of Macau

Faculty

Faculty of Business and Law

School

School of Business

RAS ID

17165

Comments

This article was originally published as: Collins, N. S., & Murphy, J. (2013). Towards a folk taxonomy of popular new media marketing terms. In Proceedings of the Asia Pacific CHRIE Conference. Macau SAR, China. University of Macau.

Abstract

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.

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