Buy, boycott or blog

  title={Buy, boycott or blog},
  author={Gayle Kerr and Kathleen Mortimer and Sonia Dickinson and David S. Waller},
  journal={European Journal of Marketing},
Purpose – The purpose of this study is to examine the concept of consumer power, in particular the power or bloggers in the online environment and how this might be applied to the regulation of advertising.Design/methodology/approach – Utilising Denegri‐Knott's (2006) four on‐line power strategies, a content analysis of weblogs of Tourism Australia's “Where the bloody hell are you?” advertising campaign is undertaken. Blogger behaviour towards this controversial campaign is documented and… 

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