The Tactical Use of Mobile Marketing: How Adolescents’ Social Networking Can Best Shape Brand Extensions

Shintaro Okazaki

The accelerating growth in mobile internet communications is giving rise to a new form of interactive marketing.

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...

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