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
Melewar, T.C.
Broderick, Amanda J.
Published in : The Marketing Review
Volume(Issue) : 13
Issue : 2
Pages : 103
Pages to: 123
Issue Date: 1-Jan-2013
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (Publication)
Language : English
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
DOI : 10.1362/146934713X13699019904560
ISSN: 1469-347X
URI: https://digitalcollection.zhaw.ch/handle/11475/9053
Appears in Collections:Publikationen School of Management and Law

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