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Word-of-mouth communication: a theoretical review
Journal: Marketing and Management of Innovations (Vol.3, No. 1)Publication Date: 2012-03-24
Authors : Gheorghe I.-R.;
Page : 132-139
Keywords : WOM ? word of mouth; services; risk; tie strength; source credibility; homophily; word of mouth conversation;
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Abstract
This paper presents a theoretical review of Word-of-mouth communication by describing its concept history, definitions, its importance in services, the three streams of literature review focused on Word-of-mouth, the roles of tie strengths, homophily and source credibility in determining Word-of-mouth conversation.
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Last modified: 2013-04-18 07:13:59