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Keywords: Word-of-mouth
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Journal Articles
Identifying the factors of social currency for social media marketing strategy
Available to Purchase
South Asian Journal of Business Studies (2021) 10 (3): 305–321.
Published: 10 March 2021
... Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Social media Word-of-mouth Utility Online communities Social currency Other than firm-generated content, user-generated content is also widely available on social media sites that are economical and have...
Journal Articles
The impact of brand familiarity, customer brand engagement and self-identification on word-of-mouth
Available to Purchase
South Asian Journal of Business Studies (2021) 10 (1): 29–48.
Published: 19 May 2020
...Anitha Acharya Purpose The purpose of this paper is to check for the effects of brand familiarity, customer brand engagement and self-identification on word-of-mouth (WOM) communication. Design/methodology/approach A systematic review of the literature regarding brand familiarity and customer...
