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Word-of-Mouth and On/Off Line Marketing

Idea posted: August 2013
  • Marketing
Institutions: Insper

Increases in online communities have led to behaviours that influence online activities, such as shopping, becoming more and more important for executives to understand if they want their businesses to flourish. One of these behaviours is word-of-mouth communication (WOM). In this Idea, the impact of WOM on consumption is analysed, with a discussion of those strategies that work and those that do not.

Idea #190
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