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학술저널

루머의 특성과 확산에 관한 이론적 고찰

Commercial Rumors in the Marketplace: Review of the Literature and Issues

  • 31

In 2008, there was a rumor about Barak Obama, Democratic Party’s leading presidential candidate, attended Islamic sermon that teaches terrorists creed and philosophy. In the same year, there was another make-believe story on the internet; Apple’s ex-CEO Steve Jobs had a heart attack, causing Apple’s stock went through the floor. All above was revealed they had no reliable evidence. Spreading rumors about politics or CEOs is not surprising for the people who gossip about it, but it causes massive influence on one’s image for those who are targeted. That’s why president Obama called rumor as a smear, running a web page named “Fight the Smears” to fight back and Apple spent unnecessary time and effort to inform the truth. Years ago, these rumors were treated as a gossip. However, it had a gigantic effect on many fields such as politics and industry. Even though the rumor has no evidence, it spreads rapidly. If a person is targeted of the rumor, it ruins his/her relationships. If it is a product of a company, the rumor destroys the profit, image and even stock price. Marketers, however, take passive attitude to solve the problem because they think it will be gone soon and turn out to be a false rumor. However, spreading rumors, because of its negative nature, brings attention from the people and keeps causing harm to the victims for a lifetime. Especially for consumers, they have Social Cascades Effect and Group Polarization, which make rumors spread even faster through internet communication such as SNS. It leads consumers to accelerate the speed of spreading rumor no matter its true or not. So that the worries about rumor s bad effect are growing. The effort to correct the rumor burdens its victims; making them spend a lot of social costs. By all these above, the purpose of this paper is to figure out the cause of the rumor, theories related to diffusing intentions and further research viewpoint. Through all these process, give the reason to the passive-acting marketers to turn their action into active; only aggressive reaction can reduce the harm and social costs caused by rumor.

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 결 론

참고문헌

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