Motivations to engage in word of mouth from non-market participants: A study using automotive business as the field of investigation
Word of mouth (WOM) can have significant impacts on businesses. Positive WOM can go a long way in helping to grow a brand while negative WOM may cause considerable damages. Managers have constantly attempted to actively manage WOM but often find it difficult to control. Extensive academic research h...
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2018
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| Online Access: | https://ink.library.smu.edu.sg/etd_coll/157 https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1157&context=etd_coll |
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| Institution: | Singapore Management University |
| Language: | English |