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Journal Articles

Understanding the effectiveness of word‐of‐mouth: an elasticity perspective

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Yimiao Chen, Fangyi Liu, Cheng‐Hsi Fang, Tom M.Y. Lin
Journal: Journal of Research in Interactive Marketing
Journal of Research in Interactive Marketing (2013) 7 (1): 57–77.
https://doi.org/10.1108/17505931311316743
Published: 22 March 2013
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Journal Articles

Product type and word of mouth: a dyadic perspective

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Cheng‐Hsi Fang, Tom M.Y. Lin, Fangyi Liu, Yu Hsiang Lin
Journal: Journal of Research in Interactive Marketing
Journal of Research in Interactive Marketing (2011) 5 (2-3): 189–202.
https://doi.org/10.1108/17505931111187802
Published: 07 June 2011
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