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Keywords: Message valence
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2015) 33 (4): 508–521.
Published: 01 June 2015
..., negative, or balanced). Consumer behaviour Word of mouth Blog web sites Message valence The internet has given consumers the ability to access opinions from others who are outside their own social circle. As a result, word of mouth (WOM) has gained new significance. The ability...
