Srivastava et al., 2017 - Google Patents

Developing a model for studying the antecedents and effects of Word of Mouth (WoM) and e-WoM marketing based on literature review

Srivastava et al., 2017

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Document ID
17393304096346137934
Author
Srivastava D
Sharma R
Publication year
Publication venue
Jindal Journal of Business Research

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Snippet

Word of mouth (WoM) marketing is a key ingredient of interactive marketing, involving consumers and converting them into spokespersons for the company. The scope of published research on WoM is broad and spans a long period of time. However, it is not …
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