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Word of Mouth Behavior and Online Activity: A Study of On/Off Line Communication Strategy and Online Business

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  • Claro, Priscila B de O
  • Laban, Silvio Abrahao Neto

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  • Claro, Priscila B de O & Laban, Silvio Abrahao Neto, 2011. "Word of Mouth Behavior and Online Activity: A Study of On/Off Line Communication Strategy and Online Business," Insper Working Papers wpe_263, Insper Working Paper, Insper Instituto de Ensino e Pesquisa.
    • Handle: RePEc:ibm:ibmecp:wpe_263
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    References listed on IDEAS

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    1. Charla Mathwick & Caroline Wiertz & Ko de Ruyter, 2008. "Social Capital Production in a Virtual P3 Community," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(6), pages 832-849, November.
    2. Reingen, Peter H, et al, 1984. "Brand Congruence in Interpersonal Relations: A Social Network Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(3), pages 771-783, December.
    3. Frenzen, Jonathan & Nakamoto, Kent, 1993. "Structure, Cooperation, and the Flow of Market Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(3), pages 360-375, December.
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