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A dynamic analysis of the effects of word-of-mouth on online brand communities
The increase of brand communities is an important aspect that affects the purchase process of online consumers. This research aims to assess the effects of word-of-mouth (WOM) on online brand communities in the food industry in Colombia. The paper presents a simulation model of online consumers’ pur...
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| Publicado no: | Suma de Negocios |
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| Main Authors: | , , |
| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Fundación Universitaria Konrad Lorenz
2018
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| Assuntos: | |
| Acesso em linha: | https://www.redalyc.org/articulo.oa?id=609964309007 https://www.redalyc.org/journal/6099/609964309007/ https://www.redalyc.org/journal/6099/609964309007/html/ https://www.redalyc.org/journal/6099/609964309007/609964309007.epub https://www.redalyc.org/journal/6099/609964309007/movil |
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