The Buzz About Buzz: Drivers and Consequences of Word-Of-Mouth

Jonah Berger, The Wharton School, University of Pennsylvania, USA
Andrew Stephen, INSEAD, France
[ to cite ]:
Jonah Berger and Andrew Stephen (2010) ,"The Buzz About Buzz: Drivers and Consequences of Word-Of-Mouth", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 188-191 .