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Who says what to whom in what channel? A rules theoretic perspective on word-of-mouth marketing |
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| Authors: | Francis Buttle Lars Groeger |
| Institution: | 1. Macquarie Graduate School of Management, Macquarie University, North Ryde, NSW, Australia;2. Francis Buttle &3. Associates, Sydney, Australia;4. TIME, RWTH Aachen University, Germany |
| Abstract: | |
| Keywords: | Word-of-mouth marketing WOMM word-of-mouth WOM directed content analysis Rules Theory context contextualised rules deontic logic conversation partner communication content communication channel |