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Word-of-mouth-forskning – Från ett beteendevetenskapligt perspektiv mot ett företagsperspektiv

Author

Listed:
  • Berndtson, Mikael

    (Swedish School of Economics and Business Administration)

Abstract

Syftet med denna artikel är att systematisera och analysera litteratur som anknyter till word-of-mouth-kommunikation (hädanefter WOM). Med konsumentdominerad marknadskommunikation avses att konsumenterna sinsemellan oberoende av företaget söker och sprider marknadsinformation. Den enda motsvarande litteraturanalys som förefaller att finnas publicerad är fyrtio år gammal (Arndt 1967). Sedan dess har det tillkommit en ansenlig mängd företagsekonomisk forskning som tydligt avviker från Johan Arndts, vilken huvudsakligen baserade sig den beteendevetenskapliga litteraturen.

Suggested Citation

  • Berndtson, Mikael, 2007. "Word-of-mouth-forskning – Från ett beteendevetenskapligt perspektiv mot ett företagsperspektiv," Working Papers 533, Hanken School of Economics.
    • Handle: RePEc:hhb:hanken:0533
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