Virtual snakes and ladders: social networks and the relationship marketing loyalty ladder

Situated Learning: Legitimate Peripheral Participation.

Maurice Bloch, Jean Lave, Étienne Wenger · Man · 1994 · 39.8K citations

Education, Anthropology, Communities Of Practice +13

Quo Vadis, marketing? Toward a relationship marketing paradigm

Christian Grönroos · Journal of Marketing Management · 1994 · 671 citations

Business, Marketing, Marketing Management +13

On Netnography: Initial Reflections on Consumer Research Investigations of Cyberculture

Robert V. Kozinets · 1998 · 638 citations

Social Sciences, Communication, Marketing +14

Relationship marketing and customer loyalty

Nelson Oly Ndubisi · Marketing Intelligence & Planning · 2007 · 585 citations

Business, Marketing, Marketing Management +11

A Typology of Virtual Communities: A Multi-Disciplinary Foundation for Future Research

Constance Elise Porter · Journal of Computer-Mediated Communication · 2006 · 580 citations

Social Sciences, Information Systems, Organization Studies +9