@incollection{,
	
					
					
					839A3A5BDBACE40CE271B1DA704A2DBA
				,
	author={{Dr. MoloyGhoshal}},
	journal={{Global Journal of Management and Business Research}},
	journal={{GJMBR}}2249-45880975-585310.34257/GJMBR,
	address={Cambridge, United States},
	publisher={Global Journals Organisation}1911525
}

@incollection{b0,
	
	
		,
	title={{Consumer evaluations of brand extension}}
		,
	author={{
			DAAaker
		} and {
			KLKeller
		}}
		
	
	
		,
	journal={{Journal of Marketing}}
		
			54
			1
			
			,
	year={1990}
		
	

}

@incollection{b1,
	
	
		,
	title={{The Effects of the Social Structure of Digital Networks on Viral Marketing Performance}}
		,
	author={{
			Bampo
		} and {
			MichaelTMauro
		} and {
			DineliREwing
		} and {
			DavidMather
		} and {
			MarkStewart
		} and {
			Wallace
		}}
		
		
		
		
		
	
	
		,
	journal={{Information Systems Research}}
		
			19
			1
			
			,
	year={2008}
		
	

}

@incollection{b2,
	
	
		,
	title={{Viral Marketing Through Social Networking Sites With Special Reference of Facebook}}
		,
	author={{
			VBajpai
		} and {
			SPandey
		}}
		
	
	
		,
	journal={{International Journal of Marketing, Financial Services & Management Research}}
		
			1
			7
			
			,
	year={2012}
		
	

}

@incollection{b3,
	
	
		,
	title={{Effectiveness of social media as marketing tool: an empirical study}}
		,
	author={{
			Abu;Bashar
		} and {
			Ahmad
		} and {
			Irshad
		} and {
			MohammadWasiq
		}}
		
		
		
	
	
		,
	journal={{International Journal of Marketing, Financial Services and Management Research}}
		2277 3622
		
			1
			11
			
			,
	year={2012}
		
	

}

@incollection{b4,
	
	
		,
	title={{Development of Social Networking Sites and TheirRole in Business with Special Reference to Facebook}}
		,
	author={{
			ShreeBhagwat
		} and {
			AnkurGoutam
		}}
		
	
	
		,
	journal={{IOSR Journal of Business and Management}}
		2278-487X
		
			6
			5
			
			,
	year={2013}
			,
	publisher={IOSR-JBM}
		
	

}

@incollection{b5,
	
	
		,
	title={{Promoting Consumer's Participation in Virtual Brand Communities: A New Paradigm in Branding Strategy}}
		,
	author={{
			LuisVCasaló
		} and {
			FlaviánCarlos
		} and {
			MiguelGuinalíu
		}}
		
		
	
	
		,
	journal={{Journal of Marketing Communications}}
		
			14
			1
			
			,
	year={2008}
		
	

}

@incollection{b6,
	
	
		,
	title={{Social Media in an Alternative Marketing Communication Model}}
		,
	author={{
			CristinaCastronovo
		} and {
			LeiHuang
		}}
		
	
	
		,
	journal={{Journal of Marketing Development and Competitiveness}}
		
			6
			1
			
			,
	year={2012}
		
	

}

@incollection{b7,
	
	
		,
	title={{Shopping on Social Networking Websites: Attitudes towards real versus virtual items}}
		,
	author={{
			JiyoungCha
		}}
	
	
		,
	journal={{Journal of Interactive Advertising}}
		
			10
			1
			
			,
	year={2009}
		
	

}

@incollection{b8,
	
	
		,
	title={{Viral advertising in social media: Participation in Facebook groups and responses among college-aged users}}
		,
	author={{
			Chu
		} and {
			Shu-Chuan
		}}
		
	
	
		,
	journal={{Journal of Interactive Advertising}}
		
			12
			1
			
			,
	year={2011}
		
	

}

@book{b9,
	
	
		,
	title={{Online Social Network Member Attitude toward Online Advertising Formats}}
		,
	author={{
			ShirleyACox
		}}
		
			,
	year={2010}
		
		
			The Rochester Institute of Technology
		
	
	,
	note={MA thesis}

}

@incollection{b10,
	
	
		,
	title={{e-CCIq: The quality of electronic customer-to customer interaction}}
		,
	author={{
			DominikGeorgi
		} and {
			MoritzMink
		}}
		
		10.1016/j.jretconser
		
	
	
		,
	journal={{Journal of Retailing and Consumer Services}}
		
			,
	year={2012}
		
	

}

@book{b11,
	
	
		,
	title={{Social Media Best Practices for Communication Professionals through the Lens of the Fashion Industry}}
		,
	author={{
			CuitlahuacGonzalez
		}}
		
			,
	year={2010}
		
		
			The University of Southern California
		
	
	,
	note={MA thesis}

}

@incollection{b12,
	
	
		,
	title={{Consumer activity in social media: Managerial approaches to consumers' social media behavior}}
		,
	author={{
			KristinaHeinonen
		}}
	
	
		,
	journal={{Journal of Consumer Behavior}}
		
			10
			1
			
			,
	year={2011}
		
	

}

@book{b13,
	
	
		,
	author={{
			NityanandaJati
		} and {
			AjitMohanty
		} and {
			Narayan
		}}
		
		
		,
	title={{International Social Media Marketing: A Global Business Environment Perspective. VSRD}}
				
			,
	year={2012}
		
	

}

@incollection{b14,
	
	
		,
	title={{The effect of gender, ethnicity, and income on college students' use of communication technologies}}
		,
	author={{
			RJunco
		} and {
			DMerson
		} and {
			DSalter
		}}
		
		
	
	
		,
	booktitle={{Cyber psychology, Behavior, and Social Networking}}
				
			,
	year={2010}
			13
			
		
	

}

@incollection{b15,
	
	
		,
	title={{Users of the world, unite! The challenges and opportunities of social media}}
		,
	author={{
			AMKaplan
		} and {
			MHaenlein
		}}
		
	
	
		,
	journal={{Business Horizons}}
		
			53
			1
			
			,
	year={2010}
		
	

}

@incollection{b16,
	
	
		,
	title={{The effects of social media based brand communities on brand community markers, value creation practices, and brand trust and brand loyalty}}
		,
	author={{
			MLaroche
		} and {
			MHabibi
		} and {
			MRichard
		} and {
			RSankaranarayanan
		}}
		
		
		
	
	
		,
	journal={{Computers In Human Behavior}}
		
			28
			5
			
		
	

}

@incollection{b17,
	
	
		,
	title={{Sentiment toward marketing: Should we care about consumer alienation and readiness to use technology?}}
		,
	author={{
			TarekTMady
		}}
	
	
		,
	journal={{Journal of Consumer Behavior}}
		
			10
			1
			
			,
	year={2011}
		
	

}

@book{b18,
	
	
		,
	title={{}}
		,
	author={{
			AlbertMMuñiz
		} and {
			Hope Jensen
		} and {
			Schau
		}}
		
		
		
			,
	year={2007}
		
	

}

@incollection{b19,
	
	
		,
	title={{Vigilante Marketing and Consumer Created Communications}}
	
	
		,
	journal={{Journal of Advertising}}
		
			36
			1
			
		
	

}

@book{b20,
	
	
		,
	title={{What is web 2.0?}}
		,
	author={{
			TO'reilly
		}}
		
		
			,
	year={2005. June 12. 2011}
		
	

}

@incollection{b21,
	
	
		,
	title={{Technology readiness index (TRI), a multiple-item scale to measure readiness to embrace new technology}}
		,
	author={{
			AParasuraman
		}}
	
	
		,
	journal={{Journal of Service Research}}
		
			2
			4
			
			,
	year={2000}
		
	

}

@incollection{b22,
	
	
		,
	title={{From subservient chickens to brawny men: A comparison of viral advertising to television advertising}}
		,
	author={{
			LPorter
		} and {
			GJGolan
		}}
		
	
	
		,
	journal={{Journal of Interactive Advertising}}
		
			6
			2
			,
	year={2006}
		
	

}

@incollection{b23,
	
	
		,
	title={{The influence of belonging to virtual brand communities on consumers' affective commitment, satisfaction and word-of-mouth advertising The ZARA case}}
		,
	author={{
			MRoyo-Vela
		} and {
			PCasamassima
		}}
		
	
	
		,
	journal={{Online Information Review}}
		
			35
			4
			
			,
	year={2011}
		
	

}

@incollection{b24,
	
	
		,
	title={{Innovations in Shopper Marketing: Current Insights and Future Research Issues}}
		,
	author={{
			VenkateshShankar
		} and {
			JefferyInman
		} and {
			MuraliMantrala
		} and {
			EileenKelley
		} and {
			RossRizley
		}}
		
		
		
		
		10.1016/j.jretai.2011.04.007
	
	
		,
	journal={{Journal of Retailing}}
		
			1
			
			,
	year={2011}
		
	

}

@book{b25,
	
	
		,
	title={{Women on the web: How women are shaping the internet}}
		,
	author={{
			AVollman
		} and {
			LAbraham
		} and {
			MPMörn
		}}
		
		
		
		
			,
	year={2014}
		
	

}

@incollection{b26,
	
	
		,
	title={{How Brands can Create Social Currency-a Framework for Managing Brands in a New Era}}
		,
	author={{
			MarkusZinnbauer
		} and {
			TobiasHoner
		}}
		
	
	
		,
	journal={{Marketing Review St. Gallen}}
		
			28
			1
			
			,
	year={2011}
		
	

}