W hy is word-of-mouth communication often more persuasive than advertising? Which is more powerful, positive or negative

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W hy is word-of-mouth communication often more persuasive than advertising? Which is more powerful, positive or negative word-of-mouth?

Describe some ways in which marketers use the internet to encourage positive WOM.

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Consumer Behaviour A European Perspective

ISBN: 9781292116723

6th Edition

Authors: Michael R. Solomon, Margaret K. Hogg, Søren Askegaard, Gary Bamossy

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