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Keywords: e‐WOM
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Journal Articles
Journal:
Management Research Review
Management Research Review (2012) 35 (9): 818–836.
Published: 03 August 2012
...Gina A. Tran; David Strutton; David G. Taylor Purpose Consumers are increasingly connected to each other through electronic devices. Consequently, the potential for online retailer (hereafter, e‐tailer) initiated communications delivered through electronic media to inspire viral‐like e‐WOM...
