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Academic Journal

How Measuring Consumer Conversations Can Reveal Advertising Performance.

Authors : FAY, BRAD¹ ; KELLER, ED¹ ; LARKIN, RICK¹

Subjects: *Consumer behavior; *Word of mouth advertising; *Advertising effects theory (Communication)

Source: Journal of Advertising Research. Dec2019, Vol. 59 Issue 4, p433-439. 7p.

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