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Download full textJohnston, Timothy C. – American Journal of Business Education, 2010
Emerging peer-to-peer communication via social media, and the role of influential peers, is changing the way that marketers communicate with prospects. The model is changing from a sender-receiver model to one that includes influential peer-to-peer and receiver-to-sender communication. This research examines this phenomenon in the context of…
Descriptors: College Students, School Choice, Information Sources, Family Influence
