Today, from a business and marketing perspective, vast numbers of customers and potential customers interact with one another through electronic and online channels that range from emails to social media hubs such as Facebook, MySpace and Twitter.

consumer behavior, marketing, social media
RSM Discovery Magazine Collection
RSM Discovery - Management Knowledge
Rotterdam School of Management (RSM), Erasmus University

van der Lans, R.J.A, van Bruggen, G.H, & Wierenga, B. (2010). Viral marketing can be a safe bet. RSM Discovery - Management Knowledge, 3(2), 12–14. Retrieved from


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