The Internet as a Social Medium

Wendy W. Moe and David A. Schweidel

Chapter 15 in The History of Marketing Science, 2023, pp 501-521 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The following sections are included:IntroductionOnline WOM and Business PerformanceDynamics in User-Generated ContentContent Analysis of UGCNetworks and InfluenceDirections for Future ResearchReferences

Keywords: Marketing Science; Brand Choice; Conjoint Analysis; Innovation Diffusion; Market Structure; Stochastic Models of Buyer Behaviour; Endogeneity; Machine Learning; Field Experiments; Advertising Effectiveness; Brand Equity; Distribution Channels; Customer Relationship Management; Internet Marketing; New Products; Services Marketing; Organizational Buying Behaviour; Pricing; Sales Force; Sales Promotions; Market Segmentation (search for similar items in EconPapers)
JEL-codes: M3 M31 M37 (search for similar items in EconPapers)
Date: 2023
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