From experience to influence: positive contribution of electronic Word‐of‐Mouth (eWOM) towards DERMAGs product
Purpose: The purpose of this paper is to better understand the critical components of mobile viral marketing strategies. A conceptual model is proposed and empirically tested the grounded theory of social conditions, attitudinal conditions, personal conditions, consumption conditions and resource-ba...
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| Format: | Article |
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Studia Universitatis
2019
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