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Title: The effects of regulatory focus and tie strength on word-of-mouth behavior.
Authors: Tsai, Qian Yi.
Keywords: DRNTU::Business
Issue Date: 2008
Abstract: Word-of-mouth(WOM) is a form of interpersonal communication among consumers concerning their personal experiences with a firm or a product (Richins,1984). Past literature suggests that WOM amount is often influeced by the tie strength(Frenzen & Davis, 1990). The current research predicts that the effects of tie strength on WOM amount will be moderated by regulatory focus.
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Theses

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