Electronic word-of-mouth in online environments: exploring referral network structure and adoption behavior

This article presents a network analysis of electronic word-of-mouth referral communication in a real life online environment.
  

Electronic Word-of-Mouth in Online Environments: Exploring Referral Network Structure and Adoption Behavior

Antti Vilpponen, Susanna Winter and Sanna SundqvistLappeenranta University of Technology, Lappeenranta, Finland

INTRODUCTION

Word-of-mouth...