Word of mouth and social media

作者: Allan J. Kimmel , Philip J. Kitchen

DOI: 10.1080/13527266.2013.865868

关键词:

摘要: Since the mid-1990s, Internet and mobile devices have come to occupy a central role in transmission of word mouth (WOM) spread marketing buzz, an impact that has shown phenome...

参考文章(3)
Ed Keller, Unleashing the Power of Word of Mouth: Creating Brand Advocacy to Drive Growth Journal of Advertising Research. ,vol. 47, pp. 448- 452 ,(2007) , 10.2501/S0021849907070468
Joonhyuk Yang, Wonjoon Kim, Naveen Amblee, Jaeseung Jeong, The heterogeneous effect of WOM on product sales: why the effect of WOM valence is mixed? European Journal of Marketing. ,vol. 46, pp. 1523- 1538 ,(2012) , 10.1108/03090561211259961