What Drives Word of Mouth: A Multi-Disciplinary Perspective

Peeter W J Verlegh, Sarit Moldovan

Research output: Contribution to JournalArticleAcademicpeer-review

Abstract

The article presents abstracts on word-of-mouth advertising-related topics which include the different roles of product originality and usefulness in generating word of mouth, understanding the way consumers deal with the tension between authenticity and commercialism in seeded word of mouth campaigns and consumer motives for word-of-mouth referral.
Original languageEnglish
Pages (from-to)49-51
Number of pages3
JournalAdvances in Consumer Research
Volume35
Publication statusPublished - 2008

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