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The paper explores the growing impact of consumer-generated content in the digital age, particularly how it influences purchasing decisions more than traditional marketing. It highlights the tendency of younger consumers to seek independent product information online, viewing classic advertisements as biased. The research emphasizes the importance for companies to develop effective strategies to monitor, assess, and understand electronic Word-of-Mouth (e-WOM) as a vital component of modern marketing practices.
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Dashboard for Consumer Generated Media, Christian Hackel
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- Année de publication
- 2009
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