Promoting brands through online communities : specification of the critical success factors

The bursting of the dot-com bubble in the fall of 2001 is frequently described as a turning point for the web. The idea behind the concept of "Web 2.0" is a new interactive use of the Internet. Social media leverages this idea supporting social interaction with user-generated content as a...

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Bibliographic Details
Main Author: Cassidy, John
Other Authors: Marcus Schogel
Format: Theses and Dissertations
Language:English
Published: 2015
Subjects:
Online Access:http://hdl.handle.net/10356/65726
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Institution: Nanyang Technological University
Language: English
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