Abstract
Get full access to this article
View all access options for this article.
References
1.
Fletcher W.
(2006 ). The splintered society . International Journal of Market Research , 48 , 4 , pp. 387 –388 .
2.
Gladwell M.
(2000 ). The Tipping Point: How Little Things Can Make a Big Difference. Boston, MA : Little, Brown and Company .
3.
O'Reilly A.
,
Salzman M.
, &
Matathia I.
(2003 ). Buzz: Harness the Power of Influence and Create Demand. Hoboken, NJ : Wiley .
4.
Pollard I.
(2006 ). Media planning swaps sex factor for the x-factor . Campaign , 24 November, p. 18 .
5.
Rosen E.
(2000 ). The Anatomy of Buzz: How to Create Word-of-Mouth Marketing. New York : Currency-Doubleday Books .