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Keywords: Internal WOM
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Journal Articles
Journal:
Information Discovery and Delivery
Information Discovery and Delivery (2017) 45 (1): 30–35.
Published: 20 February 2017
...Hong Hong; Di Xu; Dapeng Xu; G. Alan Wang; Weiguo Fan Purpose This study aims to analyze the impact of the source of online word-of-mouth (WOM) on retail sales. Specifically, the authors focus on the relative impact of external and internal WOMs on book sales. Design/methodology/approach...
