Making your online voice loud: The critical role of WOM information

European Journal of Marketing

Volumn 45, Issue 7, 2011, Pages 1277-1297

  Huang, Minxue ^a   Cai, Fengyan ^b   Tsang, Alex S L ^c   Zhou, Nan ^d  

^a WUHAN UNIVERSITY   (China)

^b Shanghai Jiao Tong University   (China)

^c HONG KONG BAPTIST UNIVERSITY   (Hong Kong)

^d CITY UNIVERSITY OF HONG KONG   (Hong Kong)

Author keywords

Diffusive communication; Information characteristics; Internet marketing; Marketing communications; Online environments; Word of mouth

Indexed keywords

EID: 79959560380     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090561111137714     Document Type: Article

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