Buy, Boycott Or Blog Exploring Online Consumer Power To Share, Discuss And Distribute Controversial Advertising Messages

Emerald Group Publishing Limited
Publication Type:
Journal Article
European Journal of Marketing, 2012, 46 (3-Apr), pp. 387 - 405
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Purpose - The purpose of this study is to examine the concept of consumer power, in particular the power or bloggers in the online environment and how this might be applied to the regulation of advertising. Design/methodology/approach - Utilising Denegri
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