Kristine De Valck

TL;DR: In this article, the authors overview and synthesize extant word of mouth theory and present a study of a marketing campaign in which mobile phones were seeded with prominent bloggers, revealing the complex cultural conditions through which marketing "hype" is transformed by consumers into the "honey" of relevant, shared communications.

TL;DR: In this paper, the authors present a study of a marketing campaign in which mobile phones were seeded with prominent bloggers and the findings indicate that this network of communications offers four social media communication strategies: evaluation, embracing, endorsement, and explanation.

TL;DR: In this paper, the authors conduct a meta-analysis of 1,532 effect sizes across 96 studies covering 40 platforms and 26 product categories and find that eWOM is positively correlated with sales, but its effectiveness differs across platform, product, and metric factors.

TL;DR: The authors sketch how consumers make use of virtual communities as social and information networks, and how this affects their decision-making processes, and present three studies that address determinants and effects of virtual community influence on the consumer decision process.

TL;DR: In this paper, the authors propose a framework for assessing the marketing potential that social commerce has to offer to firms and discuss the implications for researchers and managers, based on the proposed definition and framework.