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Keywords: Online word of mouth
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Journal Articles
Internet Research (2020) 30 (6): 1835–1856.
Published: 30 July 2020
... Social media Social advertising Appeal orientation Sponsored ad forwarding Online word of mouth Social commerce In this scenario, a receiver receives an other-oriented message (i.e. “I recommend this book to you.” followed by a book ad) from a purely online friend. Interestingly...
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