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Home > Web 2.0 marketing communications - Lectures (video) > Word of Mouth Marketing 6
Podcast: Web 2.0 marketing communications - Lectures (video)
Episode:

Word of Mouth Marketing 6
Category: Business
Duration:
Publish Date: 2010-03-17 18:00:00
Description: In this podcast, I present an academic paper that I have co-authored with three Canadian colleagues about word of mouth marketing in online communities. The paper presents a qualitative study of a product seeding campaign among bloggers. We show how bloggers adapt the word of mouth expression to fit their character type, narrative, and community norms. The second part of this section addresses ethics in word of mouth marketing drawing from the excellent sources provided by the Word of Mouth Marketing Association.
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