Articles

Word of mouth on the Internet: Being aware of message distortion by Kristine de Valck ©fotolia

Kristine De Valck and her co-authors analyze an electronic marketing campaign designed to promote a specific cell phone model among bloggers. They show that, unlike conventional marketing campaigns, on blogs the message can be distorted depending on who is selected to talk about the product and the kinds of communities to which they belong.

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To help consumers navigate the unlimited choice of online retail, websites increasingly provide (...)

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