ファンは自ら率先して宣伝に加担する。が、やはり第三者であることには違いない。こういう人たちを「信者」と呼ぶ人たちも一部に見られるが、信者はステマではない。成功したクチコミマーケティングである。信者を装って初めてステマなのである。ここはごっちゃにしてはならない。
「ステマ」が成立する理由と、ステマに振り回されない考え方（松永英明） - BLOGOS（ブロゴス） (via kogure)

(via yaruo)

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