Title: Conceptualizing word-of-mouth activity, triggers and conditions: an exploratory study Author(s): Tim Mazzarol, (Centre for Entrepreneurial Management and Innovation (CEMI), Graduate School of Management, University of Western Australia, Crawley, Australia), Jillian C. Sweeney, (University of Western Australia, Crawley, Australia), Geoffrey N. Soutar, (Graduate School of Management, University of Western Australia, Crawley, Australia) Citation: Tim Mazzarol, Jillian C. Sweeney, Geoffrey N. Soutar, (2007) "Conceptualizing word-of-mouth activity, triggers and conditions: an exploratory study", European Journal of Marketing, Vol. 41 Iss: 11/12, pp.1475 - 1494 Keywords: Communications, Competitive strategy, Consumer behaviour, Marketing strategy Article type: Research paper DOI: 10.1108/03090560710821260 (Permanent URL) Publisher: Emerald Group Publishing Limited


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