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Keywords: Network effect
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2013) 47 (1-2): 324–343.
Published: 08 February 2013
...Jose M. Barrutia; Carmen Echebarria Purpose This research aims to extend the social marketing literature by considering the network effect as a social marketing tool. The network effect is seen as complementary to traditional social marketing tools. Design/methodology/approach The authors...
