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How Important Is Word of Mouth? Development, Validation, and Application of a Scale.

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Bibliographic Details
Title: How Important Is Word of Mouth? Development, Validation, and Application of a Scale.
Authors: Becker, Jan-Michael (AUTHOR) jan-michael.becker@bi.no, Völckner, Franziska (AUTHOR), Sattler, Henrik (AUTHOR)
Source: Journal of Interactive Marketing. Aug2024, Vol. 59 Issue 3, p273-293. 21p.
Database: Business Source Ultimate
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ISSN:10949968
DOI:10.1177/10949968231215362