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Baines, Fill, & Rosengren: Marketing 4e

Chapter 12: Research insights (seminal paper links)

  • Research Insight 12.1

    Kozinets, R.V., de Valck, K., Wojnicki, A.C., and Wilner, S.J.S  (2010),‘Networked narratives: understanding word-of-mouth marketing in online communities’, Journal of Marketing. 74(2), 71-89.

  • Research Insight 12.2

    Hoffman, D. L. and Fodor, M. (2010), ‘Can you measure the ROI of your social media?’, MIT Sloan Management Review, 52, 1,41-49.

  • Research Insight 12.3

    Rosengren, S. and Dahlén, M (2015), ‘Exploring advertising equity: how a brand's past advertising may affect consumer willingness to approach its future ads’, Journal of Advertising, 44 (1), 1-13.

  • Research Insight 12.4

    Edelman, D.C., and Singer, M. (2015), ‘Competing on customer journeys’, Harvard Business Review, 23, 118–29.