Finding disseminators via electronic word of mouth message for effective marketing communications
نویسندگان
چکیده
منابع مشابه
Finding disseminators via electronic word of mouth message for effective marketing communications
a r t i c l e i n f o Keywords: Opinion leader Electronic word-of-mouth Online user reviews Marketing communication It has become increasingly important for companies to utilize electronic word of mouth (eWOM) in their marketing campaigns for desired product sales. Identifying key eWOM disseminators among consumers is a challenge for companies. WOM is an interpersonal communication in which a s...
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ژورنال
عنوان ژورنال: Decision Support Systems
سال: 2014
ISSN: 0167-9236
DOI: 10.1016/j.dss.2014.07.006