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Second Year Presentation of the Marketing Management module held on the 13th of November, 2015.
Business Management course at Roehampton University.
The starting point of the topic is the Simonson & Rosen article: What Marketers Misunderstand About Online Reviews. The importance of OR, social media comments and the general UGC in the purchase decisions of customers is increasing and companies have to consider Social Traction and O-continuum if they want to be successful.