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• W2115586936 abstract "While some efforts have been made to elevate the role of the 4Ps in consumermarketing, this paper employs the network theory and aims to investigate consumerperception using the incident of the “mad cow disease.Contrary to other studies thatobserve the role of media as a means to support market activities, this paper considersmedia and its influence on consumer perception from a different angle. It studies howvariations in intensity of negative news released by the media influence the consumer.This is done by two surveys conducted during two periods of time one when mediadiscussed the incident intensively and then again three months later, examining thepermanency of the perception change. The defined network for this study is a set ofloosely interconnected entities of the international market consumers, vendors, nationaland international media, governments, and specialists in different countries, and publicopinion. This paper attempts to expand and enrich the already known set of ideas aboutconsumer-environment interaction and add more knowledge about the use of networkmodels for consumer marketing." @default.
• W2115586936 created "2016-06-24" @default.
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• W2115586936 date "1998-01-01" @default.
• W2115586936 modified "2023-10-17" @default.
• W2115586936 title "CONSUMER BEHAVIOR AND THE MEDIA A Loosely Coupled Network" @default.
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