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The networked consumer: a critical review and assessment

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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.
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Keywords: INFORMATION SEARCH; MARKETING; SOCIAL NETWORKS

Document Type: Research Article

Publication date: 2007-03-01

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