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Keywords: Anonymity
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2019) 53 (1): 83–107.
Published: 26 September 2018
...Killian O’Leary; Stephen Murphy Purpose This paper aims to explore consumer behaviour on the popular anonymous social networking site (SNS) Yik Yak. It examines the reasons behind the turn to anonymous social networking and also considers the ways in which anonymity impacts consumers’ self...
