Is there an established way to effectively (short and concicse) describe personal communication (peer-to-peer) that is influenced by media practies? Such as social media communication between individuals that is influenced by marketing campagins etc?
Is for example 'mediatized' an established term describing this practice? Or do you have any other suggestions?
Best,
Chris
Good question but haven't heard of a concise term for this. Certainly know it exists.
Sorry
Dear Rozália, thank you for your input. Yes, I am aware of that term. I was however wondering for a more specific form of computer mediated communication that is shaped by (mass-)media practices. Such as communicating brands, labels, and staging photos and images online in the form of advertisments (although it is not companies that are behind the communication - but everyday people). But it is obvious that the individuals are shaping their communicating in lieu of marketing campaigns etc.
Thank you Rozália. I will definitely look more into that concept!
Best,
Chris
The e-Wom as suggested by Rozália Klára Bakó explains it. However, you may want to read further to discover other concepts that suit your description.
From the perspective of the business or organization, what you are referring to is under the discipline called "Integrated Marketing Communications." Within IMC, what you describe is "customer initiated marketing communication."
See the attached link.
https://prezi.com/h_k68xnfgvpv/customer-initiated-marketing-communication-model-by-duncan/
Thank you Michael for your input! Will look more into that area of research.
/Chris