Huang, Minxue; Cai, Fengyan; Tsang, Alex S.L.; Zhou, Nan - In: European Journal of Marketing 45 (2011) 7/8, pp. 1277-1297
Purpose – This paper seeks to explore factors that can help generate a bigger ripple for diffusive Word‐of‐Mouth (WOM) in an online environment. Specifically, the paper aims to demonstrate how the characteristics of WOM information influence the ripple effect. Design/methodology/approach...