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Keywords: Elite culture
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Journal Articles
Whose online reviews have the most influences on consumers in cultural offerings? Professional vs consumer commentators
Available to Purchase
Journal:
Internet Research
Internet Research (2014) 24 (3): 353–368.
Published: 27 May 2014
... marketers that the use of professional commentators is effective for elite cultural offerings, whereas the use of consumer commentators is effective for mass cultural offerings. Originality/value – This study proposes a useful dichotomy to classify cultural offerings as elite and mass. Meanwhile...
