Chen, Yimiao; Liu, Fangyi; Fang, Cheng‐Hsi; Lin, Tom M.Y. - In: Journal of Research in Interactive Marketing 7 (2013) 1, pp. 57-77
Purpose – With the increasing usage of social networking sites, there has been considerable interest in Word‐of‐Mouth (WOM) research. The purpose of this paper is to propose that economic elasticity theory can be applied to evaluate WOM effects and serve as the basis for cross‐product...