Firm-Created Word-of-Mouth Recommendation: Is it also worthwhile?

Firm-Created Word-of-Mouth Recommendation: Is it also worthwhile?

One of the fastest-growing marketing tactics used to persuade and win customers is management of recommendations through incentives to participants. However, these initiatives can raise questions, including ethical problems about credibility of the recommendation. With the aim of measuring the facto...

Descripció completa

Dades bibliogràfiques
Autors principals: Maise Soares Pereira, Ivan Lapuente Garrido, Celso Augusto de Matos
Format: Article
Idioma:English
Publicat: FUCAPE Business School 2015-01-01
Col·lecció:BBR: Brazilian Business Review
Matèries:
word
of
mouth marketing program
mouth recommendation
Accés en línia:http://www.redalyc.org/articulo.oa?id=123041057005

Internet

http://www.redalyc.org/articulo.oa?id=123041057005

Ítems similars