Word-of-Mouth Research: Principles and Applications

Word of mouth (WOM) is an important component of a complex and dynamic marketplace environment, and as such, WOM research is best undertaken as part of a holistic research program.

Word-of-Mouth Research: Principles and Applications

Dee T. AllsopHarris InteractiveBryce R. BassettHarris InteractiveJames A. HoskinsHarris Interactive

INTRODUCTION

Abundant research demonstrates that word of mouth (WOM) is one of the most influential channels...

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