What drives word-of-mouth? : the roles of product originality and usefulness ; Report No. 06-111
Year of publication: |
2006
|
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Authors: | Moldovan, Sarit ; Goldenberg, Jacob ; Chattopadhyay, Amitava |
Published in: |
MSI reports : working paper series. - Cambridge, Mass., ISSN 1545-505X, ZDB-ID 2127174-4. - 2006, 2, p. 81-100
|
Subject: | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour |
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