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 language | English |
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Pages (from-to) | 49-51 |
Number of pages | 3 |
Journal | Advances in Consumer Research |
Volume | 35 |
Publication status | Published - 2008 |