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Date: 2016
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/1140004
Description: The emerging ‘customer engagement behaviour’ (CEB) literature predominantly discusses behaviours displayed by paying customers. However, the rise of free offerings, including free product trials, gene ... More
Reviewed: Reviewed
Date: 2013
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/277524
Description: We interview participants in word-of-mouth marketing (WOMM) campaigns with a view to identifying and categorising the persons campaign participants select as conversation partners, establishing why th ... More
Reviewed: Reviewed
Date: 2012
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/203869
Description: When participants in Word-of-Mouth Marketing campaigns talk face-to-face to others about their customer experience they choose only some members of their social network. Previous research has shed lig ... More
Reviewed: Reviewed
Date: 2011
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/154175
Description: We explore the influence on social-structural attributes on the reach, frequency and effectiveness of product seeding campaigns that aim to exploit customer-generated word-ofmouth. In collaboration wi ... More
Reviewed: Reviewed
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