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Monday, 30 November 2015

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Nobody denies verbal WOM. However, this article fails to recognize the mush higher visability and reach of social WOM. Take hotels, for example. More than half of hotel guests now will not book a hotel without a review on social sites like Trip Advisor. In addition, having worked with KF data, I question the degree of accuracy in which surveys can correctly replicate a passive phenomena like WOM.

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8:34 pm