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Networks of relations and Word-of-Mouth Communication

✍ Scribed by Steffen Lippert; Giancarlo Spagnolo


Book ID
116506302
Publisher
Elsevier Science
Year
2011
Tongue
English
Weight
240 KB
Volume
72
Category
Article
ISSN
0899-8256

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Word of mouth (WOM) communication is a major part of online consumer interactions, particularly within the environment of online communities. Nevertheless, existing (offline) theory may be inappropriate to describe online WOM and its influence on evaluation and purchase. The authors report the resul