TY  - GEN
AU  - KAPOOR, PAYAL S
AU  - JAYASIMHA, K R
TI  - Brand related, consumer to consumer, communication via social media
PY  - 2013///
KW  - MARKETING
N2  - Social media has a lot to offer to the marketers in the form of a 'web of brand related converastions'. With the popularity of social media, users indulge in 'eword of mouth' (eWOM) behaviour while interacting with other users of social media, thereby diffusing the brand realted discussions to a much larger audience
ER  -