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Using online conversations to study word-of-mouth communication
- Source :
- Marketing Science. Fall 2004, Vol. 23 Issue 4, p545, 16 p.
- Publication Year :
- 2004
-
Abstract
- Managers are very interested in word-of-mouth communication because they believe that a product's success is related to the word of mouth that it generates. However, there are at least three [...]
Details
- Language :
- English
- ISSN :
- 07322399
- Volume :
- 23
- Issue :
- 4
- Database :
- Gale General OneFile
- Journal :
- Marketing Science
- Publication Type :
- Academic Journal
- Accession number :
- edsgcl.126388226