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Keywords: Social network theory
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Journal Articles
Drivers of in‐group and out‐of‐group electronic word‐of‐mouth (eWOM)
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2013) 47 (7): 1067–1088.
Published: 19 July 2013
... Limited 2013 Internet Word‐of‐mouth Social network theory Uses and gratification theory Communication Marketing strategy Portugal Consumer behaviour [While] word of mouth has always been the most effective form of communication, [nowadays] there is a lost generation of marketeers...
