[Allport, F. H. (1924), Social Psychology, Boston, Houghton Mifflin.]Search in Google Scholar
[Arvidsson, A., Caliandro, A. (2016), Brand Public, Journal of Consumer Research, Vol. 42, No. 5, pp. 727–748.]Search in Google Scholar
[Baudrillard, J. (1981), For a critique of the political economy of the sign, trans. C. Levin, Telos Press Publishing, St. Louis, MO.]Search in Google Scholar
[Bauman, Z. (2008), The art of life, Polity Press, Cambridge.]Search in Google Scholar
[Bowman, C., Ambrosini, V. (2010), How value is created, captured and destroyed, European Business Review, Vol. 22, No. 5, pp. 479–495.]Search in Google Scholar
[Canetti, E. (1981), Crowds and power, Continuum, New York.]Search in Google Scholar
[Clark, A. (2003), Natural-Born Cyborgs. Minds, Technologies, and the Future of Human Intelligence, Oxford University Press, Oxford.]Search in Google Scholar
[Cova, B., Cova, V. (2002), Tribal marketing, European Journal of Marketing, Vol. 36, No. 5/6, pp. 595–620.]Search in Google Scholar
[Firat, A. F., Dholakia, N., Venkatesh, A. (1995), Marketing in a postmodern world, European Journal of Marketing, Vol. 29, No. 1, pp. 40–56.]Search in Google Scholar
[Firat, A. F., Venkatesh, A. (1993), Postmodernity: the age of marketing, International Journal of Research in Marketing, Vol. 10, No. 3, pp. 227–249.]Search in Google Scholar
[Fog, K., Budtz, C., Munch, P., Blanchette, S. (2011), Storytelling. Narracja w reklamie i biznesie, trans. J. Wasilewski, B. Brach, Saatchi & Saatchi, Warszawa.10.1007/978-3-540-88349-4]Search in Google Scholar
[Holbrook, M. B. (1996), Special Session Summary Customer Value C a Framework For Analysis and Research, in: K. P. Corfman, J,G. Lynch, Jr. (eds.), NA – Advances in Consumer Research Volume 23, Association for Consumer Research, Provo, UT, pp. 138–142.]Search in Google Scholar
[Howe, J. (2006), The Rise of Crowdsourcing, Wired, No. 14.06, available at: http://archive.wired.com/wired/archive/14.06/crowds.html.]Search in Google Scholar
[Humphreys, A., Grayson, K. (2008), The Intersecting Roles of Consumer and Producer. A Critical Perspective on Co-production, Co-creation and Prosumption, Sociology Compass, Vol. 2, No. 3, pp. 963–980.]Search in Google Scholar
[Ilnicki, R. (2011), Dziecinnienie języka. Dewastacja logosu w elektronicznych dyskursach, Studia Kulturoznawcze, No. 1, pp. 59–67.]Search in Google Scholar
[Jung, C. G. (2015), Collected Works of C. G. Jung: The First Complete English Edition of the Works of C. G. Jung, Taylor & Francis, New York.]Search in Google Scholar
[Kierkegaard, S. (1847), Crowd is Untruth. On the Dedication to “That Single Individual”, available at: http://www.ccel.org/ccel/kierkegaard/untruth/files/untruth.html]Search in Google Scholar
[Kleemann, F., Voß, G. G., Rieder, K. (2008), Un (der) paid Innovators: The Commercial Utilization of Consumer Work through Crowdsourcing, Science, Technology & Innovation Studies, Vol. 4, No. 1, pp. 5–26.]Search in Google Scholar
[Kotler, P., Kartajaya, H., Setiawan, I. (2010), Marketing 3.0: From Products to Customers to the Human Spirit, John Wiley & Sons Inc., Hoboken.10.1002/9781118257883]Search in Google Scholar
[Kotler, P., Levy, S. J. (1969), Broadening the Concept of Marketing, Journal of Marketing, Vol. 33, No. 1, pp. 10–15.]Search in Google Scholar
[Kozinets, R. V. (1999), E-tribalized marketing?: the strategic implications of virtual communities of consumption, European Management Journal, Vol. 17, No. 3, pp. 252–264.]Search in Google Scholar
[Kozinets, R. V., Hemetsberger, A., Schau, H. J. (2008), The Wisdom of Consumer Crowds: Collective Innovation in the Age of Networked Marketing, Journal of Macromarketing, Vol. 28, No. 4, pp. 339–354.]Search in Google Scholar
[Le Bon, G. (2001), The Crowd. A Study of the Popular Mind, Batoche Books, Kitchener.]Search in Google Scholar
[Lepak, D. P., Smith, K. G., Taylor, S. M. (2007), Introduction to Special Topic Forum: Value Creation and Value Capture: A Multilevel Perspective, The Academy of Management Review, Vol. 32, No. 1, pp. 180–194.]Search in Google Scholar
[Manovich, L. (2001), The Language of New Media, MIT Press, Cambridge.10.22230/cjc.2002v27n1a1280]Search in Google Scholar
[Manovich, L. (2005), Remixability and Modularity, available at: http://manovich.net/index.php/projects/remixability-and-modularity]Search in Google Scholar
[Marx, K. (1904), A contribution to the critique of political economy, trans. N. I. Stone, International Publishers, New York.]Search in Google Scholar
[Marx, K. (2001), Capital: A critique of political economy, trans. B. Fowkes and D. Fernbach, Penguin Books in association with New Left Review, New York.]Search in Google Scholar
[McAlexander, J. H., Schouten, J. W., Koenig, H. F. (2002), Building Brand Community, Journal of Marketing, Vol. 66, No. 1, pp. 38–54.]Search in Google Scholar
[McGarry, J. (2016), McDonald’s let the internet design burgers and regretted it immediately, Mashable, No. 21.07, available at: http://mashable.com/2016/07/21/mcdonalds-burger-design-goes-wrong/]Search in Google Scholar
[McIntyre, R., Smith, D. W. (1989), Theory of Intentionality, in: J. N. Mohanty, W. R. McKenna (eds.), Husserl’s phenomenology. A textbook, Center for Advanced Research in Phenomenology; University Press of America, Washington, D. C., pp. 147–179.]Search in Google Scholar
[McQuail, D. (2007), Teoria komunikowania masowego, trans. A. Szulżycka and M. Bucholc, Wydawnictwo Naukowe PWN, Warszawa.]Search in Google Scholar
[Mitchell, C., Imrie, B. C. (2011), Consumer tribes: membership, consumption and building loyalty, Asia Pacific Journal of Marketing and Logistics, Vol. 23, No. 1, pp. 39–56.]Search in Google Scholar
[Nietzsche, F. W. (1997), Beyond good and evil. Prelude to a philosophy of the future, Dover Publications, New York.]Search in Google Scholar
[Prahalad, C. K., Ramaswamy, V. (2004), Co-creating unique value with customers, Strategy & Leadership, Vol. 32, No. 3, pp. 4–9.]Search in Google Scholar
[Pratchett, T. (1998), Jingo, Corgi Books, London.]Search in Google Scholar
[Price, R. (2016), Microsoft is deleting its AI chatbot’s incredibly racist tweets, Business Insider, No. 24.03, available at: http://www.businessinsider.com/microsoft-deletes-racist-genocidal-tweets-from-ai-chatbot-tay-2016-3?IR=T]Search in Google Scholar
[Reicher, S. (2001), The Psychology of Crowd Dynamics, in: M. A. Hogg, R. S. Tindale (eds.), Blackwell handbook of social psychology: Group processes, 1st edition., Blackwell Publishers, Malden, pp. 182–208.10.1002/9780470998458.ch8]Search in Google Scholar
[Ries, A., Trout, J. (2001), Positioning. The battle for your mind, McGraw-Hill, New York, London.]Search in Google Scholar
[Russ, C. (2007), Online Crowds – Extraordinary Mass Behavior on the Internet, I–MEDIA ’07 and I-SEMANTICS ’07 conferences, available at: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1620803]Search in Google Scholar
[Stage, C. (2013), The online crowd: a contradiction in terms? On the potentials of Gustave Le Bon’s crowd psychology in an analysis of affective blogging, Distinktion: Scandinavian Journal of Social Theory, Vol. 14, No. 2, pp. 211–226.]Search in Google Scholar
[Surowiecki, J. (2005), The power and the danger of online crowds, TED2005 conference, Monterey, available at: http://www.ted.com/talks/james_surowiecki_on_the_turning_point_for_social_media/transcript?language=en]Search in Google Scholar
[Surowiecki, J. (2007), Wisdom of the Crowds, Anchor Books, New York.]Search in Google Scholar
[Szpunar, M. (2008), Redefinicja pojęcia czasu i przestrzeni w dobie Internetu, in: M. Sokołowski (ed.), Kulturowe kody mediów, Adam Marszałek, Toruń, pp. 59–73.]Search in Google Scholar
[Szpunar, M. (2010), Nowe media a paradygmat kultury uczestnictwa, in: M. Graszewicz, J. Jastrzębski (eds.), Teorie komunikacji i mediów 2, Atut, Oficyna Wydawnicza, Wrocław, pp. 251–262.]Search in Google Scholar
[Tarde, G. (1901), L’opinion et la foule, Presses Universitaires de France, Paris.]Search in Google Scholar
[Toffler, A. (1980), The third wave, Bantam Books, New York.]Search in Google Scholar
[Valck, K. de, van Bruggen, G. H., Wierenga, B. (2009), Virtual communities: A marketing perspective, Decision Support Systems, Vol. 47, No. 3, pp. 185–203.]Search in Google Scholar
[Vargo, S. L., Lusch, R. F. (2004), Evolving to a New Dominant Logic for Marketing, Journal of Marketing, Vol. 68, No. 1, pp. 1–17.]Search in Google Scholar
[Vargo, S. L., Lusch, R. F. (2008), Service-dominant logic: continuing the evolution, Journal of the Academy of Marketing Science, Vol. 36, No. 1, pp. 1–10.]Search in Google Scholar
[Watson, N. (1997), Why we argue about virtual community: a case study of the Phish.net fan community, in: S. Jones (ed.), Virtual culture. Identity and communication in cybersociety, Sage Publications, London, pp. 102–132.]Search in Google Scholar
[Wieczerzycki, M. (2015), Tłum internetowy jako sieć relacji na rynku B2C, Organizacja i Kierowanie, Vol. 167, No. 2, pp. 75–90.]Search in Google Scholar
[Wind, Y. (2006), Blurring the lines: is there a need to rethink industrial marketing?, Journal of Business & Industrial Marketing, Vol. 21, No. 7, pp. 474–481.]Search in Google Scholar