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What is Word-of-Mouth Marketing Strategies about?
This article explores the evolution and significance of word-of-mouth (WOM) marketing in online communities, emphasizing the networked coproduction of narratives. It presents findings from a study of a marketing campaign that engaged bloggers, revealing four communication strategies influenced by various factors. The research highlights the transformative impact of communal WOM on marketing messages and offers practical implications for marketers in leveraging WOM strategies effectively.
- Author
- yoha991108
- Language
- EN