Abstract
Modern consumers experience an impressive connectivity in the form of information-sharing and influence about products and brands. This process is almost similar to the spread of a virus within a population; therefore, recently it has been referred to as social contagion (Van den Bulte 2011). Although social contagion is a very active process, it does not mean there are no other alliances among consumers. In my earlier book (Samli 1995), I discussed, Wa, Inhwa, and Quanxis, factors which are still very much in existence alongside the new activity of social contagion.
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Samli, A.C. (2013). Social Contagion of Global Consumers. In: International Consumer Behavior in the 21st Century. Springer, New York, NY. https://doi.org/10.1007/978-1-4614-5125-9_8
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DOI: https://doi.org/10.1007/978-1-4614-5125-9_8
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