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Date: 2015
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/1027086
Description: Word-of-mouth marketing agencies typically report campaign results in terms of the numbers of people receiving the brand message from campaign participants. These reports say nothing about the types o ... 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
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