WOM awareness : A quantitative analysis of word of mouth marketing’s effects on the use of social network services
Marketing has become obsessed with word of mouth. Though long known to be important for consumer decisions, social media has put it into overdrive, providing the infrastructure to launch big campaigns that nonetheless enters people’s consciousness on a very personal level thanks to messages being pa...
| Main Author: | |
|---|---|
| Format: | Others |
| Language: | English |
| Published: |
KTH, Skolan för datavetenskap och kommunikation (CSC)
2015
|
| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-169703 |