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Research papers

A holistic approach to the measurement of WOM

An holistic approach to the measurement of WOM and its impact on consumer's decisions.There is a growing recognition of the power of word of mouth. Join us for a stimulating session in which we'll share results from new research that takes a unique,...

Catalogue: WM3 2009: Change Is In The Air...
Authors: Edward B. Keller, Barak Libai
Company: Engagement Labs
May 7, 2009
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Citation

Keller and Libai (2009a, May 07). A holistic approach to the measurement of WOM. ANA - ESOMAR. Retrieved December 09, 2023, from


https://ana.esomar.org/documents/a-holistic-approach-to-the-measurement-of-wom