Abstract
Publisher statement: This chapter appears in the Handbook of Research on Digital Media and Advertising: User Generated Content Consumption edited/authored by M.S. Eastin, T. Daugherty & N.M. Burns, Copyright 2010, IGI Global, www.igi-global.com. Posted by permission of the publisher.
| Original language | English |
|---|---|
| Title of host publication | Handbook of Research on Digital Media and Advertising: User Generated Content Consumption |
| Editors | Matthew S. Eastin, Terry Daugherty, Neal M. Burns |
| Place of Publication | Hershey, PA |
| Publisher | IGI Global |
| Pages | 248-261 |
| Volume | 1 |
| ISBN (Print) | 9781605667928, 9781605667935 |
| DOIs | |
| Publication status | Published - 2010 |
Bibliographical note
This chapter appears in the Handbook of Research on Digital Media and Advertising: User Generated Content Consumption edited/authored by M.S. Eastin, T. Daugherty & N.M. Burns, Copyright 2010, IGI Global, www.igi-global.com. Posted by permission of the publisher.Keywords
- blogs
- consumer generated advertising
- marketing mix
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