Hou Wee, Chow; Luan Lim, Seek; Lwin, May - In: Asia Pacific Journal of Marketing and Logistics 7 (1995) 1/2, pp. 5-36
Word‐of‐mouth is a powerful communication tool which is often beyond the control of the marketer. This study used a 3 x 2 x 2 factorial experiment in a laboratory simulation to examine the main and interaction effects of three independent variables — message, source and user‐type — on...
