Word of Mouth: a Review and Directions For Future Work
People often share opinions and information with social ties, and word of mouth has an important impact on consumer behavior. But what drives interpersonal communication and why do people talk about certain things rather than others? This talk reviews recent work in this space and outline directions for future research.
Citation:
Jonah Berger (2019) ,"Word of Mouth: a Review and Directions For Future Work", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 227-231.
Authors
Jonah Berger, University of Pennsylvania, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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