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Keywords: Word-of-mouth
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Journal Articles
Journal of Business & Industrial Marketing (2023) 38 (13): 45–62.
Published: 10 January 2023
...Ryuta Ishii; Mai Kikumori Purpose The purpose of this study is to review and analyze the status of word-of-mouth (WOM) research in the business-to-business (B2B) context and discuss and identify new possible future directions. Design/methodology/approach A systematic review was conducted...
Journal Articles
Journal of Business & Industrial Marketing (2023) 38 (8): 1623–1638.
Published: 29 September 2022
...Kirsten Cowan; Teea Palo; Duncan Chapple; Yiwei Zhang Purpose The purpose of this study is to address these questions. Word-of-mouth (WOM) is increasingly important in business-to-business (B2B) decision-making. Yet, research on this topic is rather limited, and often borrows from business...
