This research stream focuses on the effective and ethical use of the Internet to market firms’ products and services. I am particularly interested in the implications of the unique interactive nature of the Internet. Recently, I have also started looking into the fast growing area of social networking and user-generated content and what impact they may have on online marketing.
Sample Publications and Working Papers in this Area
(Please click the title of a publication to download the entire paper, or click the "Read more..." link to view an abstract of the publication.) |
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