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The Internet has become essential in linking the brand with consumers. This enables them to share their opinions
1
as consumer reactions can be decisive in enhancing or destroying it. For effective use of social media tools
1
brands need to identify the influential people among consumers
1
characteristics
1
creating opportunities for word-of-mouth marketing. Social Media become important in building a brand
1
preferences or experiences with others. The paper seeks to provide the concept of word-of-mouth
1
starting from the definition
1
to capture the recommendations received from the users and measure their impact
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to manifestation in the online environment and the effects on consumer behavior
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CHIOSA, Ana Raluca
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Management Intercultural
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WORD OF MOUTH – FROM VERBALLY COMMUNICATION TO COMMUNICATION ONLINE
CHIOSA, Ana Raluca
- In:
Management Intercultural
(
2014
)
31
,
pp. 415-420
Word-of-mouth, Social media, Recommendation
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