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The Medium Shapes the Message: The Surprising Negative Spin of Close Friends’ Word-of-Mouth Cover

The Medium Shapes the Message: The Surprising Negative Spin of Close Friends’ Word-of-Mouth

NIM Marketing Intelligence Review
Volume 9 (2017): Issue 2 (November 2017)
By: David Dubois  
Open Access
|Oct 2017
Authors

Authors

David Dubois

david.dubois@insead.edu

Assistant Professor of Marketing, INSEAD,, Fontainebleau, France
DOI: https://doi.org/10.1515/gfkmir-2017-0013 | Journal eISSN: 2628-166X
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Language: English
Page range: 18 - 23
Published on: Oct 24, 2017
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
Word-of-Mouth,
WOM,
Friends,
Social Media,
Buzz
Related subjects:
Business and economics,
Political economics,
Public finance and fiscal theory,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business management, other

© 2017 David Dubois, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Volume 9 (2017): Issue 2 (November 2017)
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