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Further reading:

Biegel, B. (2008) ―The Megatrends: What to expect in direct and interactive marketing in 2010‖,
Journal of Direct, Data and Digital Marketing Practice, VOL.9 NO.2 PP 122–133.

Burnett, J and Hutton, R., B. (2007), ―New consumers need new brands‖, Journal of Product &
Brand Management, Vol. 16/5, pp 342–347.

Bruce, H. (1999) ―Perceptions of the Internet: what people think when they search the Internet
for information‖, Internet Research: Electronic Networking Applications and Policy, Vol. 9, No.
3, pp 187–199.

Cova, B., Pace, D.J. and Park, D.J. (2007), ―Global brand communities across borders:the
Warhammer case‖, International Marketing Review, Vol. 24 No. 3, pp. 313-29.

Fang, E., Palmatier, R., W. and Evans, K., R. (2007), ―Influence of customer participation on
creating and sharing of new product value‖, Academy of Marketing Science, Vol. 36, pp 322-
336.

Ferguson, R. (2008), ―Word of mouth and viral marketing: taking the temperature of the hottest
trends in marketing‖, Journal of Consumer Marketing, Vol. 25/3, pp 179–182.

Goodfellow, T. (2007), ―The blog as a high-impact institutional communication tool‖, The

Electronic Library, Vol. 25 No. 4, pp. 395-400.

Bughin, J. (2008) ―The rise of enterprise 2.0‖, Journal of Direct, Data and Digital Marketing
Practice, Vol. 9, pp 251 – 259.

Pace, S. (2008), ―YouTube: an opportunity for consumer narrative analysis?‖, An International

Journal, Vol. 11, No. 2, pp. 213-226
Lee, T. (2005), ―The impact of perceptions of interactivity on customer trust and transaction
intentions in mobile commerce‖, Journal of Electronic Commerce Research, Vol. 6, No.3, pp
165-180.

Mason, R., B. (2008), ―Word of mouth as a promotional tool for turbulent markets‖, Journal of
Marketing Communications, Vol. 14:3, pp 207 – 224.

Ko, H. (2008), ―Exploring individual communication power in the blogosphere‖, Internet

Research, Vol. 18 No. 5, pp. 541-561.

Mitchell, A. and Henderson, I. (2005) ―The Next big thing?‖, Journal of Direct, Data and
Digital Marketing Practice, Vol. 7, pp 8 – 17.
Schmidt, J. (2007), ―Blogging Practices: An Analytical Framework‖, Journal of Computer-
Mediated Communication, Vol.12, pp 1409–1427.

Wright, D., K. and Hinson, M., D. (2008), ―How Blogs and Social Media are Changing Public
Relations and the Way it is Practiced‖, Public Relations Journal, Vol. 2, No. 2.