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.
Cao, Jinwei; Knotts, Tiffany; Xu, Jennifer; and Chau, Michael, "Word of Mouth Marketing through Online Social Networks" (2009). AMCIS 2009 Proceedings. 291.