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Direct linkHerold, Kristiina; Tarkiainen, Anssi; Sundqvist, Sanna – Journal of Marketing for Higher Education, 2016
Word-of-mouth (WOM) can be a powerful, persuasive source of information, but relatively little is understood about how consumers utilize information in service evaluations and how the source of WOM (e.g. friends, family) affects attitudes. The importance of WOM is acknowledged in the services context; however, the research field of higher…
Descriptors: Information Processing, Information Sources, Structural Equation Models, Family Role
