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Keywords: (e)WOM
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Journal Articles
Rethinking peer-to-peer communication: how different mediums and product types influence consumers’ language
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (8): 2281–2308.
Published: 19 July 2022
... only Peer-to-peer communication (e)WOM Systemic functional linguistics Hedonic Utilitarian The prominence of peer-to-peer (P2P) communication, both spoken and written, is a topic of considerable importance to marketing researchers and practitioners (Alexandrov et al., 2013...
