๐”– Bobbio Scriptorium
โœฆ   LIBER   โœฆ

Word of mouth and viral marketing: taking the temperature of the hottest trends in marketing

โœ Scribed by Ferguson, Rick

Book ID
111863800
Publisher
Emerald Group Publishing Limited
Year
2008
Tongue
English
Weight
83 KB
Volume
25
Category
Article
ISSN
0736-3761

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โœ Mirjam A. Tuk; Peeter W.J. Verlegh; Ale Smidts; Daniel H.J. Wigboldus ๐Ÿ“‚ Article ๐Ÿ“… 2009 ๐Ÿ› Elsevier Science ๐ŸŒ English โš– 409 KB

In word-of-mouth marketing, marketers often provide financial rewards for referrals. These rewards introduce a financial motive into an interaction among friends or acquaintances, which may harm the perceived sincerity of the referring customer. We show that this negative effect can be mitigated by