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- W1997978398 abstract "Just as price promotions can be specific ($10 off) or tensile (up to 20 percent off), information exchanged in word-of-mouth (WOM) communication can also be specific or tensile. This study introduces the distinction between tensile and specific claims in the WOM context and shows that tensile WOM is less effective than specific WOM. Information specificity also plays a moderating role: source expertise and tie strength between the receiver and the sender of WOM communication matter only when the information exchanged is tensile. If the information exchanged is specific, the effects of source expertise and tie strength are marginalized." @default.
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- W1997978398 date "2011-07-01" @default.
- W1997978398 modified "2023-10-16" @default.
- W1997978398 title "How Much Better? The Effect of Tensile Information on Word-of-Mouth Effectiveness" @default.
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- W1997978398 doi "https://doi.org/10.2753/mtp1069-6679190301" @default.
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