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Browsing MBA (BUKC) by Subject "Word-of-Mouth, Consumer behaviour, Brand communication, Interactive message strategy, Transformative message strategy, Informative message strategy, Consumer engagement, Brand post"
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Fatima, Alishba Reg # 70330
(Bahria University Karachi Campus, 2022)
Purpose
Recent studies on how to use consumer voices have focused on electronic word-of-mouth, but
few have looked at how message strategies affect word-of-mouth from consumers. This study
looks at how different ways ...