Digital Marketing and Social Media
Topics
Description: This cluster of papers explores the impact of social media on consumer behavior, focusing on electronic word-of-mouth, consumer engagement, online reviews, brand communities, influencer marketing, cus... more
Related topics (siblings) Access Control and Trust, African Sexualities and LGBTQ+ Issues, African Studies and Ethnography, African studies and sociopolitical issues, Anarchism and Radical Politics +218 more
Subfield (parent): Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Works count: 120,300
Citations count: 1,713,000
Users of the world, unite! The challenges and opportunities of Social Media
2009 · Andreas Kaplan, Michael Haenlein · Business Horizons
The Effect of Word of Mouth on Sales: Online Book Reviews
2006 · Judith A. Chevalier, Dina Mayzlin · Journal of Marketing Research
Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?
2004 · Thorsten Hennig‐Thurau, Kevin P. Gwinner, et al. · Journal of Interactive Marketing