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Profiling the Buzz Agent: Product Referral and the Study of Social Community and Brand Attachment
The buzz agent is any consumer perceived by others as a source of product referral. Previous literature in word of mouth (WOM) has looked into characteristics of individuals who successfully persuade others to choose a brand. While there have been studies in this field, the literature is still scatt...
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| Publicado no: | BAR - Brazilian Administration Review |
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| Main Authors: | , |
| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração
2015
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| Assuntos: | |
| Acesso em linha: | https://www.redalyc.org/articulo.oa?id=84139453005 |
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