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An Empirical Study of Word-of-Mouth Generation and Consumption Understanding the key drivers of word-of-mouth (WOM) generation/consumption and the synergy effect between the two WOM-related activities / Yang, S.; Hu, M.; Winer, R.S.; Assael, H.; Chen, X. / Institute for operations research and the managemet sciences(INFORMS) / Marketing science:the marketing journal of TIMS/ORSA / 952-963 / 2012
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