This paper investigates the impact of consumer-generated communication within online discussion forums, a critical aspect often neglected by marketers. Focusing on the wine sector, the study explores the nature of discussions and the dynamics of relationships among participants on social networks. By examining these interactions, the research aims to shed light on how consumer discussions in forums can influence perceptions, behaviors, and ultimately, marketing strategies.
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Quinton, Sarah, and Sally Harridge‐March. "Relationships in online communities: the potential for marketers." Journal of Research in Interactive Marketing 4.1 (2010): 59-73.
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