Word-of-mouth transmission in settings w
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Gangseog Ryu; Jin K. Han
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Article
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2009
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Elsevier Science
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English
⚖ 569 KB
## Abstract Scholars in social psychology and marketing have traditionally examined word‐of‐mouth (WOM) interactions in a dyadic setting, comprised of a WOM‐opinion provider and its recipient. Yet, social interactions also often occur in larger settings, and group‐based research has shown group siz