Profiling the Buzz Agent: Product Referral and the Study of Social Community and Brand Attachment
The buzz agent is any consumer perceived by others as a source of product referral. Previous literature in word of mouth (WOM) has looked into characteristics of individuals who successfully persuade others to choose a brand. While there have been studies in this field, the literature is still scatt...
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| Format: | article |
| Language: | eng |
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2015
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| Online Access: | http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922015000200209 |
| Country: | Brazil |
| Oai: | oai:scielo:S1807-76922015000200209 |