Firm-Created Word-of-Mouth Recommendation: Is it also worthwhile?
One of the fastest-growing marketing tactics used to persuade and win customers is management of recommendations through incentives to participants. However, these initiatives can raise questions, including ethical problems about credibility of the recommendation. With the aim of measuring the facto...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
FUCAPE Business School
2015-01-01
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| Series: | BBR: Brazilian Business Review |
| Subjects: | |
| Online Access: | http://www.redalyc.org/articulo.oa?id=123041057005 |