Understanding the language of word-of-mouth : a hermeneutic study of Internet-based word-of-mouth
Word-of-mouth is a frequently mentioned construct in marketing research. Prior research has included numerous product categories, international settings and both consumer and business environments. Unfortunately, this understanding of word-of-mouth is largely based on positivistic, quantitative rese...
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University of the West of England, Bristol
2005
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.438794 |