Marketer Legitimacy in Participatory Media: Negotiating the Acceptance of Marketing Communication on Reddit

Ella Lillqvist, Aalto University School of Business, Finland
Johanna Moisander, Aalto University School of Business, Finland
A. Fuat Firat, University of Texas – Pan American, US; Aalto University School of Business, Finland
This paper examines how the legitimacy of organizations and their marketing activity is negotiated in a participatory online media environment where marketers and consumers follow different institutional logics concerning unsolicited marketing communication. We develop a model that illustrates how legitimacy is negotiated in interaction and identify grounds for legitimation.
[ to cite ]:
Ella Lillqvist, Johanna Moisander, and A. Fuat Firat (2015) ,"Marketer Legitimacy in Participatory Media: Negotiating the Acceptance of Marketing Communication on Reddit", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 611-612.