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Conference Paper: Word of mouth marketing through Online Social Networks
Title | Word of mouth marketing through Online Social Networks |
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Authors | |
Keywords | Marketing Blogs Online Social Networks |
Issue Date | 2009 |
Publisher | Association 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. |
Description | Paper 291 |
Persistent Identifier | http://hdl.handle.net/10722/127325 |
DC Field | Value | Language |
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dc.contributor.author | Cao, J | en_HK |
dc.contributor.author | Knotts, T | en_HK |
dc.contributor.author | Xu, J | en_HK |
dc.contributor.author | Chau, M | en_HK |
dc.date.accessioned | 2010-10-31T13:18:58Z | - |
dc.date.available | 2010-10-31T13:18:58Z | - |
dc.date.issued | 2009 | en_HK |
dc.identifier.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 | en_HK |
dc.identifier.uri | http://hdl.handle.net/10722/127325 | - |
dc.description | Paper 291 | - |
dc.description.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. | - |
dc.language | eng | en_HK |
dc.publisher | Association for Information Systems. | - |
dc.relation.ispartof | Proceedings of the 15th Americas Conference on Information Systems | - |
dc.subject | Marketing | - |
dc.subject | Blogs | - |
dc.subject | Online Social Networks | - |
dc.title | Word of mouth marketing through Online Social Networks | en_HK |
dc.type | Conference_Paper | en_HK |
dc.identifier.email | Cao, J: jcao@udel.edu | en_HK |
dc.identifier.email | Knotts, T: tyknotts@udel.edu | - |
dc.identifier.email | Xu, J: jxu@bentley.edu | - |
dc.identifier.email | Chau, M: mchau@business.hku.hk | - |
dc.description.nature | postprint | - |
dc.identifier.scopus | eid_2-s2.0-84870807746 | - |
dc.identifier.hkuros | 172938 | en_HK |
dc.identifier.spage | 1 | - |
dc.identifier.epage | 6 | - |
dc.description.other | The 15th Americas Conference on Information Systems (AMCIS 2009), San Francisco, CA., 6-9 August 2009. In Proceedings of AMCIS, 2009, p. 1-6 | - |