@article{devalck:hal-00692099, TITLE = {{Opening the Black Box of Buzzing Bloggers; Understanding How Consumers Deal with the Tension between Authenticity and Commercialism in Seeded WOM Campaigns}}, AUTHOR = {de Valck, Kristine and Kozinets, Robert V. and Wilner, Sarah J.S. and Wojnicki, Andrea C.}, URL = {https://hec.hal.science/hal-00692099}, JOURNAL = {{Advances in Consumer Research}}, PUBLISHER = {{The Association for Consumer Research}}, VOLUME = {vol. 35}, PAGES = {NC}, YEAR = {2008}, KEYWORDS = {Consumers ; Authenticity ; Commercialism ; WOM ; Word-of-mouth}, HAL_ID = {hal-00692099}, HAL_VERSION = {v1}, }