Browsing Thesis and Dissertations by Author "Verma, Varsha"
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Language Abstraction In Marketing Communication: Online Reviews Of Product Failure Context
Verma, Varsha (Indian Institute of Management Ahmedabad, 2015)Although language is an essential component of word of mouth (WOM) there is limited understanding of how language used in WOM messages affects receivers. Extant research indicates that there are three dimensions of language: ...