Following the Fashionable Friend: The Power of Social Media - Weighing the Publicity Effectiveness Of Blogs versus Online Magazines

Jonas Colliander and Micael Dahlén

This article investigates—and compares—the effects of brand publicity in social and “traditional” digital media.

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

INTRODUCTION

Social-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)....

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