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~person:"CHIOSA, Ana Raluca"
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The Internet has become essential in linking the brand with consumers. This enables them to share their opinions
1
as consumer reactions can be decisive in enhancing or destroying it. For effective use of social media tools
1
brands need to identify the influential people among consumers
1
characteristics
1
creating opportunities for word-of-mouth marketing. Social Media become important in building a brand
1
preferences or experiences with others. The paper seeks to provide the concept of word-of-mouth
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starting from the definition
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to capture the recommendations received from the users and measure their impact
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to manifestation in the online environment and the effects on consumer behavior
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CHIOSA, Ana Raluca
Kusiak, Andrew
8
Allen, David E.
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Buntrock, Oliver.
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Böhm, Volker
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Coloma, Germán
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Crowley, Patrick M.
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Doces, John A.
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Guclu, Hakan
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Henning, C. Randall.
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Kikuchi, Tomoo
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Lazarov, Zdravetz
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Marzinotto, Benedicta.
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McAleer, Michael
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Ng, Yew-Kwang
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Scherer, Frederic Michael
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Abad, Pilar
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Adanma, Ichie Victoria
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Alfonso, Elio
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Alioglu, Vuslat Us
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Azali, M.
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BELEN, Tuncay
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Ball, Laurence
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Management Intercultural
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WORD OF MOUTH – FROM VERBALLY COMMUNICATION TO COMMUNICATION ONLINE
CHIOSA, Ana Raluca
- In:
Management Intercultural
(
2014
)
31
,
pp. 415-420
Word-of-mouth, Social media, Recommendation
Persistent link: https://www.econbiz.de/10011079442
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