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Deciphering Word-of-Mouth Marketing Campaign Reach

Everyday Conversation Versus Institutionalized Word of Mouth

Lars Groeger, Francis Buttle
DOI: 10.2501/JAR-2016-043 Published 1 December 2016
Lars Groeger
Macquarie Graduate School of Management, Australia,
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  • For correspondence: lars.groeger@mgsm.edu.au
Francis Buttle
Macquarie Graduate School of Management, Australia,
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  • For correspondence: francis@francisbuttle.com.au
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Article Information

vol. 56 no. 4 368-384
DOI 
https://doi.org/10.2501/JAR-2016-043

Published By 
Journal of Advertising Research
Print ISSN 
0021-8499
History 
  • Published online December 5, 2016.

Copyright & Usage 
© Copyright 2016 The ARF. All rights reserved.

Author Information

  1. Lars Groeger
  1. Macquarie Graduate School of Management, Australia, lars.groeger{at}mgsm.edu.au
  1. Francis Buttle
  1. Macquarie Graduate School of Management, Australia, francis{at}francisbuttle.com.au
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Vol 56 Issue 4

Journal of Advertising Research: 56 (4)
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Deciphering Word-of-Mouth Marketing Campaign Reach
Lars Groeger, Francis Buttle
Journal of Advertising Research Dec 2016, 56 (4) 368-384; DOI: 10.2501/JAR-2016-043

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Deciphering Word-of-Mouth Marketing Campaign Reach
Lars Groeger, Francis Buttle
Journal of Advertising Research Dec 2016, 56 (4) 368-384; DOI: 10.2501/JAR-2016-043
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    • ABSTRACT
    • MANAGEMENT SLANT
    • INTRODUCTION
    • LITERATURE REVIEW AND RESEARCH QUESTIONS
    • METHODOLOGY
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    • CONCLUSIONS AND DISCUSSION
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