Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities
Year of publication: |
2009-05-01
|
---|---|
Authors: | Kozinets, Robert ; Wojnicki, Andrea C. ; Wilner, Sarah J. S. ; De Valck, Kristine |
Institutions: | HEC Paris (École des Hautes Études Commerciales) |
Subject: | Word of mouth | online communities | online consumer behavior | advertising and promotions | consumer communication | Internet marketing |
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