Hu, Hai-hua; Wang, Le; Jiang, Lining; Yang, Wei - In: Business research quarterly : BRQ 22 (2019) 4, pp. 245-256
It is widely accepted in word-of-mouth (WOM) research that weak ties have a greater macro-level impact than strong ties on the spread of WOM and that marketers should thus intentionally stimulate WOM between weak ties to optimize a given WOM campaign. Here, we challenge this idea based on the...
