Abstract
Modern research about word of mouth was most probably born when the the concept of the “opinion leader” was introduced, which resulted from studies in the field of political communications. Only a few years later, an early marketing-driven study analysed the way communication about innovations spread among neighbours. The following paragraphs provide an introduction to these early studies.
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© 2009 Gabler | GWV Fachverlage GmbH
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Oetting, M. (2009). Word of Mouth Research Traditions. In: Ripple Effect. Gabler. https://doi.org/10.1007/978-3-8349-8372-5_2
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DOI: https://doi.org/10.1007/978-3-8349-8372-5_2
Publisher Name: Gabler
Print ISBN: 978-3-8349-2009-6
Online ISBN: 978-3-8349-8372-5
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