term1 Definition1term2 Definition2term3 Definition3
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Arndt 1967
"Consumers tend to trust and rely on consumer word of mouth more than they trust advertising'
Solomon et al. 2010
"Today, 80% of all buying decisions are influenced by someone's direct recommdations"
Intro points
WOM - info - C2C - informal
Social pressure
Institutional distrust
As exec - Solomon
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