Marketing in a hyper-social world: The tribalization of business study and characteristics of successful online communities

Journal of Advertising Research

Volumn 50, Issue 3, 2010, Pages 232-239

  Moran, Edward ^a   Gossieaux, Francois ^b  

^a Deloitte Services LP   (Australia)

^b Human 10 ^*  (Australia)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 79251562219     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.2501/S0021849910091397     Document Type: Review

References (9)

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3. COVA BERNARD, ROBERT KOZINETS, and AVI SHANKAR. Consumer Tribes. Amsterdam: Butterworth-Heinemann, 2007.
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8. TRUSOV, MICHAEL, RANDOLPH E. BUCKLIN, and KOEN PAUWELS. "Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site." Journal of Marketing 73 September (2009): 90-102.
9. VILLANUEVA, JULIAN, SHIJIN YOO, and DOMINIQUE M. HANSENS. "The Impact of Marketing-Induced versus Word-of-Mouth Customer Acquisition on Customer Equity Growth." Journal of Marketing Research 45 February (2008): 48-59.