Consumer-generated media

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Consumer Behaviour
Robert East, Malcolm Wright and Marc Vanhuele(http://www.sagepublications.com/)

Understanding WOM

Consumer-generated media (CGM) on the Internet - such as blogs, discussion groups and e-mailing - has produced a form of influence very similar to WOM (word-of-mouth), write Robert East, Malcolm Wright and Marc Vanhuele in Consumer Behaviour: Applications in marketing.

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