In the eye of the (fire) storm: better safe or sorry?
In the past, Word of Mouth used to be overlooked and undervalued by marketers as a legitimate marketing strategy, but nowadays, organizations incentivize consumers to engage in online conversations. Over the last few years, the investments made on social network sites have increased significantly. N...
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| Format: | masterThesis |
| Language: | eng |
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2019
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| Online Access: | http://hdl.handle.net/10071/17880 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/17880 |