What is it about?
This study shows how whisky fans use online reviews to share their knowledge, guide others, and protect the meaning of what makes “real” whisky. Their love for whisky fuels detailed reviews that shape how others experience and value it.
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Why is it important?
It highlights how ordinary people—not just experts or marketers—play a powerful role in shaping markets. By showing how emotion and passion drive people to protect and define cultural products like whisky, it offers insights into public influence and communication in the digital age.
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This page is a summary of: The category work of custodians: Passionate publics and online reviews, Public Relations Review, June 2025, Elsevier,
DOI: 10.1016/j.pubrev.2025.102546.
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