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Antecedents and consequences of word of mouth - Consumer evaluation context, individualism, personality and defense of companies
(Doctoral thesis; Doktorgradsavhandling, 2015-06-03)
People often share word of mouth (WOM) with their friends, family, and colleagues, and they increasingly also share WOM with strangers through various Internet channels. Since WOM has been found to have an important impact on consumer behavior, businesses worldwide are eager to understand the intricacies of the phenomenon. In particular, businesses are interested in understanding how positive WOM ...