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- Title
Word of Mouth Theory Revisited: The Influence of New Actors on Seeding Campaigns.
- Authors
Koeck, Benjamin; Marshall, David
- Abstract
This study provides a more detailed account of online WOM by examining the relationship between marketers and tech-bloggers in the consumer electronics sector. Tech-bloggers are found to be a socially embedded entity involved in constant and multichannel interactions with other bloggers, their audience and marketers. This collaboration extends beyond seeding campaigns and has implications for how we model online WOM.
- Subjects
BLOGS; ONLINE social networks; WORD-of-mouth communication; HOUSEHOLD electronics industry; CONSUMER research; CONSUMER attitude research
- Publication
Advances in Consumer Research, 2015, Vol 43, p374
- ISSN
0098-9258
- Publication type
Article