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Word-of-Mouth Processes in the Diffusion of a Major Technological Innovation
John A. Czepiel
Journal of Marketing Research
Vol. 11, No. 2 (May, 1974), pp. 172-180
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3150555
Page Count: 9
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This article presents a microanalytic study of the use of word-of-mouth among decision makers in competitive firms in the diffusion of a major technological innovation. Results indicate that an active, functioning informal communications network linked the firms and was in active use in the diffusion process.
Journal of Marketing Research © 1974 American Marketing Association