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Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities By  Robert V. Kozinets, Kristine de Valck, Andrea C. Wojnicki, & Sarah J.S. Wilner
Organic Interconsumer Influence Model  ,[object Object],[object Object],[object Object],[object Object]
Linear Marketer Influence Model ,[object Object],[object Object],[object Object]
Network Coproduction Model ,[object Object],[object Object],[object Object],[object Object],[object Object]
Objectives of the study ,[object Object],[object Object],[object Object],[object Object]
Method ,[object Object],[object Object],[object Object],[object Object],[object Object]
Findings ,[object Object],[object Object],[object Object]
Why WOM marketing works ,[object Object],[object Object],[object Object]
Why WOM marketing works (continued) ,[object Object],[object Object],[object Object],[object Object]
Evaluation Strategy ,[object Object],[object Object],[object Object]
Embracing Strategy ,[object Object],[object Object],[object Object]
Endorsement Strategy ,[object Object],[object Object],[object Object]
Explanation Strategy ,[object Object],[object Object],[object Object]
Questions ,[object Object],[object Object]

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Womm presentation

  • 1. Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities By Robert V. Kozinets, Kristine de Valck, Andrea C. Wojnicki, & Sarah J.S. Wilner
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