The article "Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities" explores the evolving nature of word-of-mouth (WOM) marketing in the digital age. It reviews existing WOM theory and presents a new model of networked coproduction of narratives, where marketing messages are not simply amplified but systematically altered through consumer-to-consumer communications. The study examines a marketing campaign where mobile phones were distributed to prominent bloggers, tracking 83 blogs over six months. The findings reveal four communication strategies—evaluation, embracing, endorsement, and explanation—that are influenced by character narratives, communication forums, communal norms, and the nature of the marketing promotion. The article highlights the importance of understanding these elements to effectively leverage WOM in online communities, providing both theoretical and practical implications for marketers and scholars.The article "Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities" explores the evolving nature of word-of-mouth (WOM) marketing in the digital age. It reviews existing WOM theory and presents a new model of networked coproduction of narratives, where marketing messages are not simply amplified but systematically altered through consumer-to-consumer communications. The study examines a marketing campaign where mobile phones were distributed to prominent bloggers, tracking 83 blogs over six months. The findings reveal four communication strategies—evaluation, embracing, endorsement, and explanation—that are influenced by character narratives, communication forums, communal norms, and the nature of the marketing promotion. The article highlights the importance of understanding these elements to effectively leverage WOM in online communities, providing both theoretical and practical implications for marketers and scholars.