Profiling the Buzz Agent: Product Referral and the Study of Social Community and Brand Attachment
The buzz agent is any consumer perceived by others as a source of product referral. Previous literature in word of mouth (WOM) has looked into characteristics of individuals who successfully persuade others to choose a brand. While there have been studies in this field, the literature is still sca...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
2015-04-01
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| Series: | BAR: Brazilian Administration Review |
| Subjects: | |
| Online Access: | http://www.anpad.org.br/periodicos/arq_pdf/a_1595.pdf |