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

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Abstract

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.

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Authors

  • Fiona Sussan

  • Stephen Gould

  • S Weisfeld-Spolter

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