The Importance of Similarity and Expertise of the Information Source in the Word-Of-Mouth Communication Process
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References listed on IDEAS
- Liu, Zhiwei & Park, Sangwon, 2015. "What makes a useful online review? Implication for travel product websites," Tourism Management, Elsevier, vol. 47(C), pages 140-151.
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- Prithwiraj Mukherjee & Souvik Dutta & Arnaud De Bruyn, 2022. "Did clickbait crack the code on virality?," Journal of the Academy of Marketing Science, Springer, vol. 50(3), pages 482-502, May.
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More about this item
Keywords
word-of-mouth; desicion making process; consumer behaviour; credibility;All these keywords.
JEL classification:
- M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
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