Kozinets, Robert V., et al. "Networked narratives: Understanding word-of-mouth marketing in online communities." Journal of marketing 74.2 (2010): 71-89.

This article delves into the realm of word-of-mouth (WOM) marketing, highlighting its critical role in contemporary marketing strategies, especially with the rise of social media. By examining a specific marketing campaign that involved distributing mobile phones to influential bloggers, the study tracked eighty-three blogs over a six-month period to observe the dynamics of WOM in digital spaces. The research identified four distinct social media communication strategies: evaluation, embracing, endorsement, and explanation, noting that these strategies are shaped by factors like character narrative, communication forums, communal norms, and the nature of the marketing promotion itself. The findings suggest that WOM in social media does not merely amplify marketing messages but significantly transforms them as they are integrated into the community's discourse. This insight offers valuable guidance for marketers on effectively leveraging WOM in social media campaigns and provides a new perspective for academic research into networked WOM communication.