Word of Mouth Marketing through Online Social Networks
نویسندگان
چکیده
This paper proposes a research agenda for studying factors that may affect marketing effectiveness in the context of online communities. Findings of prior studies are synthesized into a more comprehensive review of the state of the art of research on word of mouth marketing through online social networks. Based on the review, we propose a research model that incorporates both network and individual factors, present the research plan, and discuss the potential implications of the research.
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