Dspace @ IIM Kozhikode

Browsing by Author "Jayasimha K. R."

Browsing by Author "Jayasimha K. R."

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  • 5. Brand-related, Consumer to Consumer, Communication via Social Media 
    Payal S. Kapoor; Jayasimha K. R.; Ashish Sadh (Sage Publications, 2013-01)
    Social media has a lot to offer to the marketers in the form of a ‘web of brand-related-conversations’. With the popularity of social media, users indulge in ‘eword-of-mouth’ (eWOM) behaviour while interacting with other ...