The active audience? Gurus, management ideas and consumer variability
This study draws on an active audience perspective to develop a better understanding of mass audiences' attraction towards popular management ideas. It focuses on audience members' own experiences and, in particular, what audience activities actually play a role in shaping mass attraction,...
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2015
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/6262 https://ink.library.smu.edu.sg/context/lkcsb_research/article/7261/viewcontent/Active_Audience_2015_av.pdf |
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| Institution: | Singapore Management University |
| Language: | English |