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

Publisher:
Emerald Group Publishing Limited
Publication Type:
Journal Article
Citation:
European Journal of Marketing, 2012, 46 (3-Apr), pp. 387 - 405
Issue Date:
2012-01
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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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