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Word of mouth versus word of mouse : speaking about a brand connects you to it more than writing does
Shen, Hao; Sengupta, Jaideep - In: Journal of consumer research : JCR ; an … 45 (2018) 3, pp. 595-614
Persistent link: https://www.econbiz.de/10011929689
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When products come alive : interpersonal communication norms induce positive word of mouth for anthropomorphized products
Chen, Fangyuan; Sengupta, Jaideep; Zheng, Jianqing (Frank) - In: Journal of consumer research : JCR ; an … 49 (2023) 6, pp. 1032-1052
Persistent link: https://www.econbiz.de/10014314327