Word of Mouth Marketing through Online Social Networks

Authors

Jinwei Cao, University of DelawareFollow
Tiffany Knotts, University of DelawareFollow
Jennifer Xu, Bentley UniversityFollow
Michael Chau, University of Hong KongFollow

Abstract

This paper proposes a research agenda for studying factors that may affect marketing effectiveness in the context of online communities. Findings of prior studies are synthesized into a more comprehensive review of the state of the art of research on word of mouth marketing through online social networks. Based on the review, we propose a research model that incorporates both network and individual factors, present the research plan, and discuss the potential implications of the research.

Recommended Citation

Cao, Jinwei; Knotts, Tiffany; Xu, Jennifer; and Chau, Michael, "Word of Mouth Marketing through Online Social Networks" (2009). AMCIS 2009 Proceedings. 291.
https://aisel.aisnet.org/amcis2009/291