Now showing items 1-1 of 1
Infiltrating an eTribe: Marketing to the Machinima [computerised games] community.
(Westburn Publishers Ltd, 2009)
Whilst recent literature on social networking theory has tended to concentrate on ‘brand communities’ (e.g. Cova et al., 2007) and off-line tribal behaviour (e.g. Moutinho et al., 2007), there is relatively sparse literature ...