Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities
Abstract
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 coproduction of narratives. It then presents a study of a marketing campaign in which mobile phones were seeded with prominent bloggers. Eighty-three blogs...
Paper Details
Title
Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities
Published Date
Mar 1, 2010
Journal
Volume
74
Issue
2
Pages
71 - 89
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