Not all digital word of mouth is created equal: Understanding the respective impact of consumer reviews and microblogs on new product success

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Marchand, A.; Hennig-Thurau, T.; Wiertz, C.;

The expansion of the Internet and social media have triggered a differentiation of the word-of-mouth (WOM) concept, with consumer communication about brands and products now taking place in various settings and forms. Two important digital WOM types are microblogs and c... View more
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