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Social Media and Consumer Behaviour: 5 significant academic articles

I only stared my MRes in October, yet the term is already over. The term is short (8 weeks in total), the lectures are intense but thoroughly enjoyable. I am learning to cram as much information as humanely possible in the short amount of time I have to study; my evenings are filled with shortlisting and annotating articles, and I work on my research at the weekend.

Being faced with a database for the first time in your life is a daunting process, especially as academic researchers do not necessarily use the same terminology as us, professionals, do. In the spirit of helping out future researchers in their endeavours, here are my 5 favourite, and most useful articles to date in the field of social media and consumer behaviour:

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