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This paper examines internet sharing behavior. Sharing is a kind of reciprocal prosocial behavior, which can help consumers to cooperate with each other and reduce the transaction costs during the consumption process. Sharing is a public behavior, which is a powerful tool to combine consumers together and establish stable sensation and bonds among them. With the innovation and development of Internet...
This paper examines consumer-generated media (CGM). Our research will consider the domestic and global behaviors and findings will be useful for both researchers and marketing practitioners who seek to understand issues relevant to CGM and associated marketing tactics and their ability to accomplish marketing objectives, particularly related to building customer relationships and consumer behavior...
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