The Tactical Use of Mobile Marketing: How Adolescents' Social Networking Can Best Shape Brand Extensions
Shintaro OkazakiUniversidad Autónoma de Madrid, Spain
INTRODUCTION
Word-of-mouth communication (WOM) consists of informal communication in social networks regarding the ownership, usage, or characteristics of particular goods and services (Hennig-Thurau and Walsh, 2004). Several studies have shown that WOM tends to be highly persuasive and, in fact, may be more influential than mass media (Arndt, 1967; Bansal and Voyer, 2000; Herr, Kardes, and Kim, 1991). The impact of WOM has been especially striking in terms of product selection (Gruen, Osmonbekov, and Czaplewski, 2006), the influence...