Word of Mouth Theory Revisited: the Influence of New Actors on Seeding Campaigns

This study provides a more detailed account of online WOM by examining the relationship between marketers and tech-bloggers. Those bloggers are found to be a socially embedded entity involved in constant and multichannel interactions which moves beyond the understanding of seeding campaigns resulting in a modification of WOM theory.



Citation:

Benjamin Koeck and David Marshall (2015) ,"Word of Mouth Theory Revisited: the Influence of New Actors on Seeding Campaigns", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 374-378.

Authors

Benjamin Koeck, University of Edinburgh Business School, UK
David Marshall, University of Edinburgh Business School, UK



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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