A study on psychological modelling of market maven for marketing operations with special reference to Indian market
In this era of intense commercial information bombardment, the interpersonal communication 'word of mouth' (WOM) cuts through the clutter, and gains importance among consumers. Market maven plays a pivotal role in providing valuable market place information through WOM and thereby helping...
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| Main Authors: | , , , |
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| Format: | Article |
| Published: |
Inderscience Publishers
2014
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| Online Access: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-84904761618&doi=10.1504%2fIJBEX.2014.063562&partnerID=40&md5=6fc5c292e0077dd71efb660a625f2dfa http://eprints.utp.edu.my/32306/ |
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| Institution: | Universiti Teknologi Petronas |