Consumers interact with each other and within their social networks. Influentials have an overproportional influence on other consumers? preferences and choices, thus having relevant implications for product development, marketing planning and strategic marketing. An important question that...

Network-based marketing refers to a collection of marketing techniquesthat take advantage of links between consumers to increase sales. Weconcentrate on the consumer networks formed using direct interactions(e.g., communications) between consumers. We survey the diverseliterature on such...

Researchers and practitioners increasingly are gaining access to data onexplicit social networks. For example, telecommunications and technologyfirms record data on consumer networks (via phone calls, emails,voice-over-IP, instant messaging), and social-network portal sites suchas MySpace,...

Der Informationsaustausch zwischen Konsumenten im Internet wird zunehmend von Unternehmen als Träger beeinflussender Kommunikation erkannt und im Sinne kommunikationspolitischer Ziele instrumentalisiert. Hierbei wird bspw. mittels materieller Anreize versucht, auf das...

Viral marketing is the business approach that uses peer-to-peer communications to increase product awareness and adoptions through widespread social networks of receivers. Benefiting from the unprecedented fast growth of online social networks, this marketing maneuver merits a deeper...

To paraphrase an old bromide, "you are what you consume." Consumers derive their sense of self through products, brands, performances and a host of other meaning-laden materials that they consume. The marketing literature has long recognized possessions as an extension of the self-concept....

Die Bachelorarbeit beschäftigt sich mit dem Viralen Marketing.Ziel der Arbeit ist es, die Historie, die Formen, die Entwicklungs- sowie die Einsatzmöglichkeiten und deren Problematik des Viralen Marketings aufzuzeigen.

User Generated Content (UGC) plays a key role in the current and future e-commence at the era of Web 2.0. As an important form of UGC, the online auction site eBay has enjoyed tremendous growth rates since its inception. Many social networks emerge across different communities on eBay. The...

Most companies aim to identify different groups of attractive customers in order to offer them appropriate products and/or services. To do this, companies need market segmentation. There is, however, a problem with the standard methods employed in market segmentation. The static inductive...

Purpose- The paper aims to shed light on the potential of ethnography to provide a dialectical approach to modeling the process of branding as its focus widens from managerial to social.Design/methodology/approach- A critical approach to ethnography is adopted and implemented in light of the...