PT - JOURNAL ARTICLE AU - Jenni Romaniuk TI - The Various Words of Mouth AID - 10.2501/JAR-52-1-012-014 DP - 2012 Mar 01 TA - Journal of Advertising Research PG - 12--14 VI - 52 IP - 1 4099 - http://www.journalofadvertisingresearch.com/content/52/1/12.short 4100 - http://www.journalofadvertisingresearch.com/content/52/1/12.full SO - J Advert Res2012 Mar 01; 52