Following the Fashionable Friend: The Power of Social Media Weighing the Publicity Effectiveness Of Blogsversus Online Magazines
Jonas Colliander and Micael Dahlén
Stockholm School of Economics
INTRODUCTIONSocial-media marketing is growing rapidly (Kozinets et al., 2010). Over the last few years, it has been the subject of a number of popular books (e.g., Li and Bernoff, 2008; Rosen, 2009) and gained considerable attention in global general-interest media. In one such story, the New York Times reported that a popular blog endorsement had helped one company grow its sales from $100,000 to $4 million (Jaret, 2006)....