Measuring the impact of positive and negative word of mouth : a reappraisal
Year of publication: |
February 2016
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Authors: | East, Robert ; Uncles, Mark D. ; Romaniuk, Jenni ; Lomax, Wendy |
Published in: |
Australasian marketing journal. - Oxford [u.a.] : Elsevier, ISSN 1320-1646, ZDB-ID 2194257-2. - Vol. 24.2016, 1, p. 54-58
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Subject: | Word of mouth | WOM | Impact | Negativity bias | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Messung | Measurement |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Notes: | Zusammenfassung in chinesischer Sprache |
Other identifiers: | 10.1016/j.ausmj.2015.12.003 [DOI] |
Source: | ECONIS - Online Catalogue of the ZBW |
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