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Word-of-mouth marketing influence on offline and online communications : evidence from case study research
Groeger, Lars; Buttle, Francis A. - In: Journal of marketing communications 20 (2014) 1/2, pp. 21-41
Persistent link: https://www.econbiz.de/10010243432
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Word-of-mouth marketing : towads an improved understanding of multi-generational campaign reach
Groeger, Lars; Buttle, Francis A. - In: European journal of marketing : EJM 48 (2014) 7/8, pp. 1186-1208
Persistent link: https://www.econbiz.de/10010414809
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Deciphering word-of-mouth marketing campaign reach : everyday conversation versus institutionalized word of mouth
Groeger, Lars; Buttle, Francis A. - In: Journal of advertising research 56 (2016) 4, pp. 368-384
Persistent link: https://www.econbiz.de/10011628614
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Who says what to whom in what channel? : a rules theoretic perspective on word-of-mouth marketing
Buttle, Francis A.; Groeger, Lars - In: Journal of marketing management : MM 33 (2017) 13/14, pp. 1035-1059
Persistent link: https://www.econbiz.de/10011850299