How e-wom contributes to new product adoption. Testing competitive communication strategies

María Sicilia and Manuela López

No 1102, DOCFRADIS Working Papers from Catedra Fundación Ramón Areces de Distribución Comercial

Keywords: Boca a oreja electrónico; Publicidad; Toma de Conciencia; Adopción; Nuevos Productos (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Pages: 20
Date: 2011-05
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