Browsing Business Administration by Author "Trusov, M."
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Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site
Trusov, M.; Bucklin, R. E.; Pauwels, Koen Hendrik (American Marketing Association, 2009-09)The authors study the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles. Because social network sites record the electronic ...
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