Articles

Lost in Translation: The Social Shaping of Marketing Messaging

R. V. KOZINETS, K. DE VALCK, A. WOJNICKI, S. J. S. WILNER

GfK Marketing Intelligence Review

November 2014, vol. 6, n°2, pp.22-27

Departments: Marketing, GREGHEC (CNRS)

Keywords: Blogs, Consumer-Marketer, Network Co-Production, Product seeding, Social brand engagement, Social media



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