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Keywords: Rumor
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2019) 37 (6): 631–644.
Published: 09 May 2019
...Subin Sudhir; Anandakuttan B. Unnithan Purpose Rumors about products and brands are common occurrence in the marketplace. Often these rumors are shared among consumers using the word of mouth channel. The spread of these rumors is fast and can lead to significant consequences to products...
