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The networked consumer: a critical review and assessment

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Abstract:

This paper considers how developments in social networking technologies are shaping consumer behaviour, especially the search for information. Specifically, the concept of a networked consumer is introduced and its characteristics explored through worked examples. Drawing on literature from information science and social network analysis, a classification scheme is offered that describes the multiple dimensions of information search which uniquely face such consumers. The paper concludes with a consideration of the implications of these dimensions for marketing practice.

Keywords: INFORMATION SEARCH; MARKETING; SOCIAL NETWORKS

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/147539207X198347

Publication date: March 1, 2007

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