Drawing from institutional theory in sociology, this article theorizes the process of "megamarketing"-defined by Kotler (1986) as the use of strategic efforts by a firm or firms to gain the cooperation of multiple stakeholders-to understand how new industries are created and sustained in a complex social and political context. The author uses an analysis of the casino gambling industry to demonstrate the role of normative and regulatory structures in facilitating the adoption and eventual acceptance of an industry through the social process of legitimation. In a quantitative and qualitative content analysis of 7211 newspaper articles from 1980 to 2007, the author finds that frames such as crime, business, and regulation change over time and that these frames are used by multiple stakeholders to structure normative conceptions about the practice of casino gambling. These findings contribute to a theoretical understanding of market creation and development over time and provide marketing managers with the conceptual tools for megamarketing in any industry.

The amount of digital text available for analysis by consumer researchers has risen dramatically. Consumer discussions on the internet, product reviews, and digital archives of news articles and press releases are just a few potential sources for insights about consumer attitudes, interaction, and culture. Drawing from linguistic theory and methods, this article presents an overview of automated text analysis, providing integration of linguistic theory with constructs commonly used in consumer research, guidance for choosing amongst methods, and advice for resolving sampling and statistical issues unique to text analysis. We argue that although automated text analysis cannot be used to study all phenomena, it is a useful tool for examining patterns in text that neither researchers nor consumers can detect unaided. Text analysis can be used to examine psychological and sociological constructs in consumer-produced digital text by enabling discovery or by providing ecological validity.

Words are part of almost every marketplace interaction. Online reviews, customer service calls, press releases, marketing communications, and other interactions create a wealth of textual data. But how can marketers best use such data? This article provides an overview of automated textual analysis and details how it can be used to generate marketing insights. The authors discuss how text reflects qualities of the text producer (and the context in which the text was produced) and impacts the audience or text recipient. Next, they discuss how text can be a powerful tool both for prediction and for understanding (i.e., insights). Then, the authors overview methodologies and metrics used in text analysis, providing a set of guidelines and procedures. Finally, they further highlight some common metrics and challenges and discuss how researchers can address issues of internal and external validity. They conclude with a discussion of potential areas for future work. Along the way, the authors note how textual analysis can unite the tribes of marketing. While most marketing problems are interdisciplinary, the field is often fragmented. By involving skills and ideas from each of the subareas of marketing, text analysis has the potential to help unite the field with a common set of tools and approaches.

How do changes in public discourse and regulatory structure affect the acceptance of a consumption practice? Previous research on legitimacy in consumer behavior has focused on the consumer reception of legitimizing discourse rather than on the historical process of legitimation itself. This study examines the influence of changes in the institutional environment over time on the meaning structures that influence consumer perception and practice. To study legitimation as a historical process, a discourse analysis of newspaper articles about casino gambling from 1980-2007 was conducted. Results show that the regulatory approval of gambling is accompanied by a shift in the semantic categories used to discuss casinos and that journalists play a role in shaping these categories. Further, journalists shape the meaning of a consumption practice in three ways: through selection, validation, and realization. Interpreted through the lens of institutional theory, these findings suggest that studies of legitimation should consider changes in public discourse and legal regulation in addition to consumer perceptions of legitimacy. (c) 2010 by JOURNAL OF CONSUMER RESEARCH, Inc..

The terms 'co-creation', 'co-production', and 'prosumption' refer to situations in which consumers collaborate with companies or with other consumers to produce things of value. These situations sometimes appear to blur the traditional roles of 'producer' and 'consumer'. Building on Marx's distinction between 'use value' and 'exchange value', we argue that, when consumers perform tasks normally handled by the company, this does not necessarily represent a fundamental change in exchange roles or economic organization. We then argue that, when individuals who are traditionally defined as 'consumers' produce exchange value for companies, this does represent a fundamental change.964 Intersecting Roles of Consumer and Producer