Understanding the Electronic Word-of-Mouth Communication Process: Communication Effectiveness and Analytic Tools
Electronic word-of-mouth (eWOM) has increasingly become an important topic in marketing and consumer research. However, theory construction and methodology development in this area are still in their infancy. This leaves some basic and important questions unanswered including whether eWOM communicat...
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| Language: | en |
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The University of Arizona.
2010
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| Online Access: | http://hdl.handle.net/10150/194930 |