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Conference Paper: Word of mouth marketing through Online Social Networks

TitleWord of mouth marketing through Online Social Networks
Authors
Cao, JKnotts, TXu, JChau, M
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?
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.
DescriptionPaper 291
Persistent Identifierhttp://hdl.handle.net/10722/127325

 

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.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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