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Keywords: e-WOM and WOM
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2017) 34 (7): 646–663.
Published: 13 November 2017
... 2017 © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Political marketing e-WOM and WOM Generational cohorts Political marketing messages Political marketing differs materially from other forms of marketing in one key way. Political...
