e-voicing an opinion on a brand
AbstractThe development of social networks has tremendously expanding the potential for consumers to express opinions and ratings regarding brands. This research explores this phenomenon from the consumer point of view and suggests potential research themes for further investigation.
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Bibliographic InfoPaper provided by HAL in its series Post-Print with number hal-00600695.
Date of creation: 16 Jun 2011
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Publication status: Published - Presented, KIT Workshop, 2011, Strasbourg, France
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Internet; social networks; brands;
This paper has been announced in the following NEP Reports:
- NEP-ALL-2011-06-25 (All new papers)
- NEP-ICT-2011-06-25 (Information & Communication Technologies)
- NEP-MKT-2011-06-25 (Marketing)
- NEP-NET-2011-06-25 (Network Economics)
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Chrysanthos Dellarocas, 2003. "The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms," Management Science, INFORMS, vol. 49(10), pages 1407-1424, October.
- Robert V. Kozinets, 2008. "Technology/Ideology: How Ideological Fields Influence Consumers' Technology Narratives," Journal of Consumer Research, University of Chicago Press, vol. 34(6), pages 865-881, October.
- Gupta, Pranjal & Harris, Judy, 2010. "How e-WOM recommendations influence product consideration and quality of choice: A motivation to process information perspective," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1041-1049, September.
- Punj, Girish N & Stewart, David W, 1983. " An Interaction Framework of Consumer Decision Making," Journal of Consumer Research, University of Chicago Press, vol. 10(2), pages 181-96, September.
- Dellarocas, Chrysanthos, 2003. "The Digitization of Word-of-mouth: Promise and Challenges of Online Feedback Mechanisms," Working papers 4296-03, Massachusetts Institute of Technology (MIT), Sloan School of Management.
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