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01.02.2014 | Catchword

Electronic Word of Mouth

verfasst von: Dr. Bettina Lis, Dr. Christian Neßler

Erschienen in: Business & Information Systems Engineering | Ausgabe 1/2014

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Excerpt

Referral marketing through friends has for years experienced much attention in science and practices. In the German literature the terms “mouth-to-mouth-propaganda” or “mouth-propaganda” are found, but also “Word-of-Mouth” (WOM), widespread in the Anglo-American world, has become common …
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Metadaten
Titel
Electronic Word of Mouth
verfasst von
Dr. Bettina Lis
Dr. Christian Neßler
Publikationsdatum
01.02.2014
Verlag
Springer Fachmedien Wiesbaden
Erschienen in
Business & Information Systems Engineering / Ausgabe 1/2014
Print ISSN: 2363-7005
Elektronische ISSN: 1867-0202
DOI
https://doi.org/10.1007/s12599-013-0306-0

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