About this document
Yang 2012 by Học ii đừng ngủ nữaa is a document available to read on EtoBox.
The article presents an empirical study on the generation and consumption of word-of-mouth (WOM) in marketing, particularly in the automobile sector. It utilizes a discrete-choice model to explore the interdependence and synergy between WOM generation and consumption, revealing that while many consumers view these activities as complementary, others see them as competing. The findings highlight the importance of consumer experience and media exposure in influencing WOM behaviors, providing valuable insights
- Author
- Học ii đừng ngủ nữaa
- Language
- EN