RT Journal Article SR Electronic T1 The Various Words of Mouth JF Journal of Advertising Research JO J Advert Res FD WARC SP 12 OP 14 DO 10.2501/JAR-52-1-012-014 VO 52 IS 1 A1 Jenni Romaniuk YR 2012 UL http://www.journalofadvertisingresearch.com/content/52/1/12.abstract AB