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Investigating the Relationship Between the Content of Online Word of Mouth, Advertising, and Brand Performance, Marketing Science

Type

Article

Author(s)

Shyam Gopinath, Jacqueline Thomas, Lakshman Krishnamurthi

Date Published

2014

Citations

Gopinath, Shyam, Jacqueline Thomas, and Lakshman Krishnamurthi. 2014. Investigating the Relationship Between the Content of Online Word of Mouth, Advertising, and Brand Performance. Marketing Science. 33(2): 241-258.

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