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Keywords: Social transmission
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2017) 34 (6): 496–504.
Published: 11 September 2017
... Publishing Limited Licensed re-use rights only Online word-of-mouth Viral marketing Social transmission Word-of-mouth (WOM) can have social consequences for the sharers. People engage in WOM activities that make them look good but are also aware of the social dangers of such sharing...
