Abstract
The purpose of this manuscript is to create a conceptual framework that helps expiam the societal impact of covert marketing when it is disguised as word-of-mouth. The researchers capitalize on anecdotal evidence of covert marketing presented in the popular press, coupled with theory from the Persuasion Knowledge Model (PKM), to develop a unique conceptual framework that helps explain and predict consumer reactions to covert marketing attempts. Propositions and questions are proposed regarding the consequences covert marketing has on consumers overarching societal norms and values.