We're all advertisers: LJ9
Almost all content creation is involved in some sort of advertising and, with the creator-centric model of the internet, most everyone has become an advertiser in their own right. Even before the internet we acted as advertising for businesses, brands, and products. In real life we wear clothes with obvious logos and brand names, we use branded tools, and we recommend restaurants and products we have enjoyed. The internet only amplifies these advertising behaviors. Electronic word of mouth (EWOM), as discussed by Michael Luca and Previte et al., has helped to enhance word out mouth recommendations. Word of mouth is the process by which something is advertised through its customers who recommend or discuss the business with others. In the past, with limited reach, word of mouth was mainly spread through friends and families. However, with the connectivity of the internet, strangers can provide reviews of anything to anyone. Sites like Yelp allow people to post reviews, both positive a