How online communities influence marketing methods

Branding is done online now more than ever, but how big is the role of social networking?

"Successful advertising campaigns today spark discussions rather than blatantly sell products." This point is the core of a new analysis out of Harvard Business School--a study of how consumers use online communities to learn about advertisers and products. It's a reflection of changes in the way people get reliable information--through each other, within closely-networked Web-based networks, in addition to various forms of media.

Read the full story at HBS's Working Knowledge site.

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