Kristine de Valck - When marketers intervene in in a natural word-of-mouth (WOM) relationship online, the tension triggered between commercial and community norms alters the relationships between bloggers and their readers. The nature and intensity of relational changes depend on the comppatibility of community values. The better they fit together, the smoother and more positive qthe changes for all those involved - Assistant Professor of Marketing Kristin de Valck eamed her PhD at RMS Erasmus University and joined the faculty of HEC Paris in 2004. She is currently teaching a course ib Web 2,0 marketing and conducting research geared toward developing and effective online platform for consumer feedback and market research. Her other research interests include consumer tribes co-creation, market research, and consumer culture theory - newpress Num 11 - http://www.nxtbook.fr/newpress/hec/research-at-hec_11/#/0 )