|Title:||Virtual brand-communities using blogs as communication platforms and their impact on the two-step communication process : a research agenda|
|Authors :||Hallier Willi, Christine|
Broderick, Amanda J.
|Published in :||The Marketing Review|
|License (according to publishing contract) :||Licence according to publishing contract|
|Type of review:||Peer review (Publication)|
|Subjects :||Virtual communities; Opinion leaders; Blogs; Brand communication; Word-of-mouth|
|Subject (DDC) :||658.8: Marketing management|
|Abstract:||Nowadays people are part of global social networks and prefer relying on each other to gather information and to exchange their experiences. Postmodernism shows that individuals are continually moving towards re-socialisation.|
|Departement:||School of Management and Law|
|Publication type:||Article in scientific Journal|
|Appears in Collections:||Publikationen School of Management and Law|
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