Kozinets, Robert; Wojnicki, Andrea C.; Wilner, Sarah J. S. - HEC Paris (École des Hautes Études Commerciales) - 2009
Word of mouth marketing — the intentional influencing of consumer-to-consumer communications — is an increasingly important technique. The authors overview and synthesize extant word of mouth theory and present a study of a marketing campaign in which mobile phones were seeded with prominent...