The Medium Shapes the Message: The Surprising Negative Spin of Close Friends’ Word-of-Mouth
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References
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- De Angelis, Matteo; Bonezzi, Andrea; Peluso, Alessandro; Rucker, Derek D.; Costabile, Michele (2012): “On Braggarts and Gossips: A Self-Enhancement Account of Word-of-Mouth Generation and Transmission,” Journal of Marketing Research, Vol. 49 (4), pp 551 - 63.
- http://www.customerdelight.nu/content/04-artikelen/06-artikel-f/advocacydrivesgrowth_5-9-05.pdf
DOI: https://doi.org/10.1515/gfkmir-2017-0013 | Journal eISSN: 2628-166X
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 times per year
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© 2017 David Dubois, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.