Shifting some of the power from corporate entities to the hands of consumers: The use of online social communities for industries with "exciting" product categories

Doctoral thesis English OPEN
Cheung, Teresa; Pasca, Mihaela;
(2006)

The proliferation of online social communities resulted in major changes in consumer behaviour. Marketers have to adapt to this phenomenon, to seize the benefits resulting from online customer engagement and minimize the risks associated with consumer’s empowerment. Thi... View more
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