Flocking together : benefits and costs of small group consumption community participation
Year of publication: |
2017
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Authors: | Agrawal, Richa ; Ramachandran, Giridhar |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 51.2017, 9/10, p. 1713-1738
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Subject: | Benefits and costs of consumption community participation | Consumption communities | Depth-interviews | Multi-method qualitative study | Online forum observation | Participant observation | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Kosten-Nutzen-Analyse | Cost-benefit analysis | Virales Marketing | Viral marketing |
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