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Buzzing Bloggers: How do Word-of-Mouth Campaigns Evolve?Word-Up! Canadas Word-of-Mouth Conference, 2006, Toronto, Canada
Conference papers
hal-00692157v1
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Networked Narratives: Understanding Word-of-Mouth Marketing in Online CommunitiesJournal of Marketing, 2010, 74 (2), pp.71-89. ⟨10.1509/jmkg.74.2.71⟩
Journal articles
hal-00458424v1
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Opening the Black Box of Buzzing Bloggers; Understanding How Consumers Deal with the Tension between Authenticity and Commercialism in Seeded WOM CampaignsAdvances in Consumer Research, 2008, vol. 35, pp.NC
Journal articles
hal-00692099v1
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