Word of mouth: measuring the power of individual messages

Research output: Contribution to journalArticle

82 Citations (Scopus)
Original languageEnglish
Pages (from-to)237-257
JournalEuropean Journal of Marketing
Volume46
Issue number1/2
DOIs
Publication statusPublished - 2012

Cite this

@article{7b3d60697bf9420387ece9c681c4dc55,
title = "Word of mouth: measuring the power of individual messages",
author = "Jill Sweeney and Geoff Soutar and Tim Mazzarol",
year = "2012",
doi = "10.1108/03090561211189310",
language = "English",
volume = "46",
pages = "237--257",
journal = "European Journal of Marketing",
issn = "0309-0566",
publisher = "Emerald Group Publishing Limited",
number = "1/2",

}

Word of mouth: measuring the power of individual messages. / Sweeney, Jill; Soutar, Geoff; Mazzarol, Tim.

In: European Journal of Marketing, Vol. 46, No. 1/2, 2012, p. 237-257.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Word of mouth: measuring the power of individual messages

AU - Sweeney, Jill

AU - Soutar, Geoff

AU - Mazzarol, Tim

PY - 2012

Y1 - 2012

U2 - 10.1108/03090561211189310

DO - 10.1108/03090561211189310

M3 - Article

VL - 46

SP - 237

EP - 257

JO - European Journal of Marketing

JF - European Journal of Marketing

SN - 0309-0566

IS - 1/2

ER -