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Keywords: Product release
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2019) 53 (2): 345–365.
Published: 09 January 2019
...Scott A. Thompson; James M. Loveland; Iana A. Castro Purpose This paper aims to investigate the impact of product release on word of mouth (WOM) behavior within and across rival online brand communities for technology products and evaluate competing predictions made by social identity theory...
