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Word-of-mouth generation and brand communication strategy: Findings from an experimental study explored with PLS-SEM.
Andreia Gabriela Andrei
Adriana Zait
Elena-Madalina Vatamanescu
Florina Pînzaru
Published in:
Ind. Manag. Data Syst. (2017)
Keyphrases
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case study
partial least squares
information sharing
generation process
neural network
communication networks
communication systems