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Whether and How Prepurchase Word of Mouth Affects Postpurchase Word of Mouth.

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Title: Whether and How Prepurchase Word of Mouth Affects Postpurchase Word of Mouth.
Authors: Dao, Hung M. (AUTHOR) hung.dao@liverpool.ac.uk, Bhoumik, Kshitij (AUTHOR), Igarashi, Reika (AUTHOR)
Source: Journal of Interactive Marketing. Nov2024, Vol. 59 Issue 4, p415-431. 17p.
Database: Business Source Ultimate
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ISSN:10949968
DOI:10.1177/10949968241227923