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Keywords: Diffusion of innovation
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Journal Articles
Journal of Research in Marketing and Entrepreneurship (2022) 24 (1): 92–111.
Published: 17 December 2021
... dimensions (including Content, Intensity, Positive Valence and Negative Valence) on the diffusion of innovations. Thus, it provides new insights on how entrepreneurial firms can use eWOM as a communication tool to facilitate the diffusion rate of innovations in emerging markets. Design/methodology...
