Purpose

This study aims to introduce, explicate, offer a framework and provide future research directions for a phenomenon herein named rogue marketing. Rogue marketing is explored vis-à-vis a phenomenon that occurred over the summer of 2019 with a new product category, hard seltzers. It is proposed that rogue marketing occurs when an unaffiliated individual creates and posts an informal message about a brand on social media that becomes viral. Although the post is not funded or endorsed by the company that owns the brand, reaching viral status results in free and unexpected advertising (positive or negative).

Design/methodology/approach

Rogue marketing is first explored through a comparative analysis with company produced advertisements. Then, the company’s response to rogue marketing is gauged through both qualitative and quantitative data. The sample of 210 respondents was recruited from students enrolled in college hospitality courses and through posts made on social media.

Findings

Rogue marketing is found to be somewhat more compelling than company produced advertisements and those who found the rogue marketing message more compelling had stronger sentiments regarding the company’s response.

Research limitations/implications

This exploratory study of rogue marketing provides a conceptualization and starting framework for future research concerning this phenomenon.

Originality/value

Rogue marketing is a new phenomenon and is distinct from influencer marketing and viral marketing in its characteristics. Additionally, the company’s response to rogue marketing messages may influence behavioral outcomes.

中文翻译：

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什么是流氓营销？探索苏打水如何引发社交媒体现象

目的

本研究旨在介绍、解释、提供框架并为本文称为流氓营销的现象提供未来的研究方向。流氓营销是针对2019 年夏季发生的一种新产品类别硬苏打水现象进行探索的。有人提议，当一个无关联的个人在社交媒体上创建并发布关于某个品牌的非正式消息并成为病毒式传播时，就会发生流氓营销。尽管该帖子没有得到拥有该品牌的公司的资助或认可，但达到病毒状态会导致免费和意想不到的广告（正面或负面）。

设计/方法/方法

首先通过与公司制作的广告进行比较分析来探索流氓营销。然后，通过定性和定量数据来衡量公司对流氓营销的反应。210 名受访者的样本是从参加大学酒店课程的学生和通过社交媒体上发布的帖子中招募的。

发现

流氓营销被发现比公司制作的广告更具吸引力，那些发现流氓营销信息更引人注目的人对公司的反应有更强烈的情绪。

研究限制/影响

这项对流氓营销的探索性研究为未来有关这一现象的研究提供了一个概念化和起始框架。

原创性/价值

流氓营销是一种新现象，其特点不同于网红营销和病毒式营销。此外，公司对恶意营销信息的反应可能会影响行为结果。