Citation
Dao, H. M., Bhoumik, K., & Igarashi, R. (in press). Whether and How Prepurchase Word of Mouth Affects Postpurchase Word of Mouth. Journal of Interactive Marketing, https://doi.org/10.1177/10949968241227923
Authors
Keywords
word of mouth, online reviews, user-generated content, interpersonal closeness, product failure, social ties
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