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Conference Paper: Word of mouth marketing through Online Social Networks
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TitleWord of mouth marketing through Online Social Networks
 
AuthorsCao, J1
Knotts, T1
Xu, J3
Chau, M2
 
KeywordsMarketing
Blogs
Online Social Networks
 
Issue Date2009
 
PublisherAssociation for Information Systems.
 
CitationThe 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
 
DC FieldValue
dc.contributor.authorCao, J
 
dc.contributor.authorKnotts, T
 
dc.contributor.authorXu, J
 
dc.contributor.authorChau, M
 
dc.date.accessioned2010-10-31T13:18:58Z
 
dc.date.available2010-10-31T13:18:58Z
 
dc.date.issued2009
 
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.description.naturepostprint
 
dc.descriptionPaper 291
 
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
 
dc.identifier.citationThe 15th Americas Conference on Information Systems (AMCIS 2009), San Francisco, CA., 6-9 August 2009. In Proceedings of AMCIS, 2009, p. 1-6 [How to Cite?]
 
dc.identifier.epage6
 
dc.identifier.hkuros172938
 
dc.identifier.scopuseid_2-s2.0-84870807746
 
dc.identifier.spage1
 
dc.identifier.urihttp://hdl.handle.net/10722/127325
 
dc.languageeng
 
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 Networks
 
dc.typeConference_Paper
 
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<contributor.author>Knotts, T</contributor.author>
<contributor.author>Xu, J</contributor.author>
<contributor.author>Chau, M</contributor.author>
<date.accessioned>2010-10-31T13:18:58Z</date.accessioned>
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<description>Paper 291</description>
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<subject>Marketing</subject>
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Author Affiliations
  1. University of Delaware
  2. The University of Hong Kong
  3. Bentley College