The networked consumer: a critical review and assessment
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.
Document Type: Research Article
Publication date: March 1, 2007
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