The heterogeneous effect of WOM on product sales: why the effect of WOM valence is mixed?
| Year of publication: |
2012
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|---|---|
| Authors: | Yang, Joonhyuk ; Kim, Wonjoon ; Amblee, Naveen ; Jeong, Jaeseung |
| Published in: |
European journal of marketing : EJM. - Bradford : Emerald, ISSN 0309-0566, ZDB-ID 189982x. - Vol. 46.2012, 11 (9.11.), p. 1523-1539
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