Kerr, Gayle; Mortimer, Kathleen; Dickinson, Sonia; … - In: European Journal of Marketing 46 (2012) 3/4, pp. 387-405
Purpose – The purpose of this study is to examine the concept of consumer power, in particular the power or bloggers in the online environment and how this might be applied to the regulation of advertising. Design/methodology/approach – Utilising Denegri‐Knott's (2006) four on‐line power...