Words matter : the impact of word-of-mouth communication
This dissertation presents three papers in the study of word-of-mouth (WOM) communication. WOM is an informal mode of communication between consumers concerning the evaluation of products and services. Specifically, each of the three papers examines the impact of WOM on consumers from various perspe...
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| Format: | Thesis |
| Language: | English |
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2010
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| Online Access: | https://hdl.handle.net/10356/42431 |