Location, location, location: the relative roles of virtual location, online word-of-mouth (eWOM) and advertising in the new-product adoption process

  • Sussan F
  • Gould S
  • Weisfeld-Spolter S
  • 47


    Mendeley users who have this article in their library.
  • N/A


    Citations of this article.


The article focuses on research which examined the impact the Internet and online social networking has had on product marketing strategy and internet advertising to consumers worldwide. A discussion of consumer skepticism which has developed in regards to the honesty of claims which are seen in Internet advertising, and online marketing techniques is presented. The advantages to consumers which are associated with traditional word of mouth advertising versus modern internet advertising are discussed.

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document


  • Fiona Sussan

  • Stephen Gould

  • S Weisfeld-Spolter

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free