The Medium Shapes the Message: The Surprising Negative Spin of Close Friends’ Word-of-Mouth
Many social media handbooks recommend targeting customers’ close connections and encouraging consumers to spread the word about their products and services among friends. But according to the findings of this research this strategy might not be the most effective way to build positive momentum. In f...
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| Format: | Article |
| Language: | English |
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Sciendo
2017-11-01
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| Series: | GfK Marketing Intelligence Review |
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| Online Access: | http://www.degruyter.com/view/j/gfkmir.2017.9.issue-2/gfkmir-2017-0013/gfkmir-2017-0013.xml?format=INT |