Work

Measuring the impact of positive and negative word of mouth on brand purchase probability

Year: 2008

Type: article

Study design: Observational Study

Source: International Journal of Research in Marketing

DOI: 10.1016/j.ijresmar.2008.04.001

Authors: Robert East, Kathy Hammond, Wendy Lomax

Institution: Kingston University London

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2024300665

FWCI: 39.62

Cites: 39

Cited by: 634

Related to: 10