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Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site
(American Marketing Association, 2009-09)
The authors study the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles. Because social network sites record the electronic ...
How online consumer segments differ in long-term marketing effectiveness
(Elsevier, 2014-11)
Online commerce gives companies not only a growing global sales platform, but also powerful consumers enjoying 24/7 availability, choice proliferation and the power to opt in and out permission-based communication. ...
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