Forum - How does Web 2.0 stretch traditional influencing patterns?

This paper examines how online and Web 2.0 applications affect commercial influencing behaviour (by which we mean word of mouth or click, in relation to three core influencing behaviours: collecting information, and discussing and recommending products and/or services).
  

Forum – How does Web 2.0 stretch traditional influencing patterns?

Derek Eccleston and Luca GriseriHarris Interactive

BACKGROUND TO THE STUDY

It has long been acknowledged that brand owners need to understand whothe people who talk about their...

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