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Conference Paper: Word of mouth marketing through Online Social Networks

TitleWord of mouth marketing through Online Social Networks
Authors
KeywordsMarketing
Blogs
Online Social Networks
Issue Date2009
PublisherAssociation for Information Systems.
Citation
The 15th Americas Conference on Information Systems (AMCIS 2009), San Francisco, CA., 6-9 August 2009. In Proceedings of AMCIS, 2009, p. 1-6 How to Cite?
Abstract
This paper proposes a research agenda for studying factors that may affect marketing effectiveness in the context of online communities. Findings of prior studies are synthesized into a more comprehensive review of the state of the art of research on word of mouth marketing through online social networks. Based on the review, we propose a research model that incorporates both network and individual factors, present the research plan, and discuss the potential implications of the research.
DescriptionPaper 291
Persistent Identifierhttp://hdl.handle.net/10722/127325

 

Author Affiliations
  1. University of Delaware
  2. The University of Hong Kong
  3. Bentley College
DC FieldValueLanguage
dc.contributor.authorCao, Jen_HK
dc.contributor.authorKnotts, Ten_HK
dc.contributor.authorXu, Jen_HK
dc.contributor.authorChau, Men_HK
dc.date.accessioned2010-10-31T13:18:58Z-
dc.date.available2010-10-31T13:18:58Z-
dc.date.issued2009en_HK
dc.identifier.citationThe 15th Americas Conference on Information Systems (AMCIS 2009), San Francisco, CA., 6-9 August 2009. In Proceedings of AMCIS, 2009, p. 1-6en_HK
dc.identifier.urihttp://hdl.handle.net/10722/127325-
dc.descriptionPaper 291-
dc.description.abstractThis paper proposes a research agenda for studying factors that may affect marketing effectiveness in the context of online communities. Findings of prior studies are synthesized into a more comprehensive review of the state of the art of research on word of mouth marketing through online social networks. Based on the review, we propose a research model that incorporates both network and individual factors, present the research plan, and discuss the potential implications of the research.-
dc.languageengen_HK
dc.publisherAssociation for Information Systems.-
dc.relation.ispartofProceedings of the 15th Americas Conference on Information Systems-
dc.rightsCreative Commons: Attribution 3.0 Hong Kong License-
dc.subjectMarketing-
dc.subjectBlogs-
dc.subjectOnline Social Networks-
dc.titleWord of mouth marketing through Online Social Networksen_HK
dc.typeConference_Paperen_HK
dc.identifier.emailCao, J: jcao@udel.eduen_HK
dc.identifier.emailKnotts, T: tyknotts@udel.edu-
dc.identifier.emailXu, J: jxu@bentley.edu-
dc.identifier.emailChau, M: mchau@business.hku.hk-
dc.description.naturepostprint-
dc.identifier.scopuseid_2-s2.0-84870807746-
dc.identifier.hkuros172938en_HK
dc.identifier.spage1-
dc.identifier.epage6-
dc.description.otherThe 15th Americas Conference on Information Systems (AMCIS 2009), San Francisco, CA., 6-9 August 2009. In Proceedings of AMCIS, 2009, p. 1-6-

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