Viral marketing is the business approach that uses peer-to-peer communications to increase product awareness and … networks, this marketing maneuver merits a deeper understanding in how to promote from receivers’ intention to their actual …

surveys extensive qualitative and quantitative marketing research and consumer behavioral studies, reviews common practices in … sophisticated marketing and public relations efforts, cigarette manufacturers have heightened consumer demand and lowered consumer …

relationship between traditional marketing activity and new media? In the first essay, we assemble a unique data set from Japan … companies’ traditional media have positive impact on social learning. This suggests that by optimizing marketing actions, firms …

, performances and a host of other meaning-laden materials that they consume. The marketing literature has long recognized … dissertation both contributes to the theoretical understanding of eWOM and assists managers in developing marketing strategy. The … use of WOM for identity construction remains an understudied area in marketing when compared to the consumption of …