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Keywords: Social perceptions
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (2): 419–447.
Published: 25 January 2020
... Social perceptions Consumers routinely pass on information about their consumption experiences and those of their friends to other people, a phenomenon referred to as word-of-mouth (WOM) (Anderson, 1998 ; Westbrook, 1987). Billions of conversations about brands take place every day (Keller...
