The Electronic Word-of-Mouth (eWOM) Implications of Mainstream Channel Distribution and Sales by Niche Brands
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DOI: 10.1177/10949968221118333
Abstract: Using a data set on the U.S. craft beer industry that includes more than one million online customer reviews, the authors investigate how mainstream channel distribution and sales by niche brands affects electronic word-of-mouth (eWOM)… read more here.
Keywords: sales niche; channel distribution; mainstream channel; channel ... See more keywords