ABSTRACT
Ever since the prohibition against commercial use of the Internet was lifted in 1994,
consumers have been exposed to an escalating barrage of product advertising (Hanson,
2000). As the number of banners, buttons, and commercial emails has grown, so has the
volume of discussion among consumers themselves. Every day, 24 hours a day, people
around the world are sharing information online that influences product purchase.
Consider this posting to a Usenet group from a participant who became angered when a
Baltimore Burger King franchise gave out discount coupons with the name of a gun store
on the back.
