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Keywords: Peer-to-peer referral
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (6): 1181–1203.
Published: 21 February 2020
... and physical distance. Findings The authors reveal how geographical framing and physical distance influence peer-to-peer referral patterns in the digital space. Quite counter-intuitively, businesses are more likely to give digital referrals for peers residing in the same region, as well as for peers...
