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Business & Information Systems Engineering
Published in: Business & Information Systems Engineering 1/2014

01-02-2014 | Catchword

Electronic Word of Mouth

Authors: Dr. Bettina Lis, Dr. Christian Neßler

Published in: Business & Information Systems Engineering | Issue 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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Literature
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Metadata
Title
Electronic Word of Mouth
Authors
Dr. Bettina Lis
Dr. Christian Neßler
Publication date
01-02-2014
Publisher
Springer Fachmedien Wiesbaden
Published in
Business & Information Systems Engineering / Issue 1/2014
Print ISSN: 2363-7005
Electronic ISSN: 1867-0202
DOI
https://doi.org/10.1007/s12599-013-0306-0

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