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The Field behind the Screen: Using Netnography for Marketing Research in Online Communities

Published by admin on March 19, 2021March 19, 2021

Kozinets, R. V. (2002). The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, 39(1), 61–72. https://doi.org/10.1509/jmkr.39.1.61.18935

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