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Journal of Research in Interactive Marketing
A mixed-method approach to examining brand-consumer interactions driven by social
media
Andrew Rohm Velitchka D. Kaltcheva George R. Milne

Article information:
To cite this document:
Andrew Rohm Velitchka D. Kaltcheva George R. Milne , (2013),"A mixed-method approach to examining
brand-consumer interactions driven by social media", Journal of Research in Interactive Marketing, Vol. 7
Iss 4 pp. 295 - 311
Permanent link to this document:
http://dx.doi.org/10.1108/JRIM-01-2013-0009
Downloaded on: 09 October 2014, At: 00:11 (PT)
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Georgios Tsimonis, Sergios Dimitriadis, (2014),"Brand strategies in social media", Marketing Intelligence
& Planning, Vol. 32 Iss 3 pp. 328-344 http://dx.doi.org/10.1108/MIP-04-2013-0056
Don E. Schultz, James (Jimmy) Peltier, (2013),"Social media's slippery slope: challenges, opportunities and
future research directions", Journal of Research in Interactive Marketing, Vol. 7 Iss 2 pp. 86-99
Anthony Patino, Dennis A. Pitta, Ralph Quinones, (2012),"Social media's emerging importance in market
research", Journal of Consumer Marketing, Vol. 29 Iss 3 pp. 233-237

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