Working Paper
What Drives Word-of-Mouth? The Roles of Product Originality and Usefulness
Jan 1, 2006
Explores how two dimensions of innovation—originality and usefulness—affect consumer word-of-mouth and, hence, the adoption of a new product.
Working Paper
What Drives Word-of-Mouth? The Roles of Product Originality and Usefulness
Jan 1, 2006
Explores how two dimensions of innovation—originality and usefulness—affect consumer word-of-mouth and, hence, the adoption of a new product.