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Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities

Word-of-mouth (WOM) marketing—firms' intentional influencing of consumer-to-consumer communications—is an increasingly important technique. Reviewing and synthesizing extant WOM theory, this article shows how marketers employing social media marketing methods face a situation of networked... Full description

1st Person: Kozinets, Robert V.
Additional Persons: de Valck, Kristine verfasserin; Wojnicki, Andrea C. verfasserin; Wilner, Sarah J. S. verfasserin
Source: in Journal of marketing : JM Vol. 74, No. 2 (2010), p. 71-89
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Type of Publication: Article
Language: English
Published: 2010
Keywords: research-article
advertising and promotions
consumer communication
online communities
online consumer behavior
Internet marketing
social media
word of mouth
Online: Volltext
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