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• 1. AN ASSESSMENT ON THE INFLUENCE OF WORD OF MOUTH MARKETING STRATEGY ON CONSUMER B...

  »   CHAPTER ONE INTRODUCTION Background of the study Word of mouth (WOM) marketing has become a major factor in shaping consumer brand choices on a global scale, due to the fast changing consumer behaviour and marketing dynamics. Word of mouth (WOM) refers to informal communication among people on goods, services, and brands. It significantly influences consumer decision making processes. The influ...Continue Reading »

  Item Type: Project Material |  54 pages |  1,378 engagements |