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 Field
Value
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
Author Affiliations
  1. University of Delaware
  2. The University of Hong Kong
  3. Bentley College