The effects of regulatory focus and tie strength on word-of-mouth behavior.
Word-of-mouth(WOM) is a form of interpersonal communication among consumers concerning their personal experiences with a firm or a product (Richins,1984). Past literature suggests that WOM amount is often influeced by the tie strength(Frenzen & Davis, 1990). The current research predicts that th...
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| Format: | Thesis |
| Language: | English |
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2009
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| Online Access: | http://hdl.handle.net/10356/20660 |