Forum - Understanding the buzz that matters: negative vs positive word of mouth

Alain Samson discusses the differing impact and variables of negative and positive word of mouth, how to research them and how to measure their effects.
  

Forum - Understanding the buzz that matters: negative vs positive word of mouth

Alain SamsonLondon School of Economics and Political Science

INTRODUCTION

The correlation between consumer advocacy and business growth is on its way to becoming...

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