@article {783,
	title = {Electronic Word-of-Mouth Communication for Local Service Providers},
	journal = {Technology Innovation Management Review},
	volume = {4},
	year = {2014},
	month = {04/2014},
	pages = {35-42},
	publisher = {Talent First Network},
	address = {Ottawa},
	abstract = {Word-of-mouth communication is a valuable means of marketing for small, local service providers. Face-to-face transmission is most prevalent, but electronic word-of-mouth is on the rise. Through the results of an agent-based simulation, this article shows that the penetration of word-of-mouth for a small service provider, who is locally restricted due to the inseparability of production and consumption, could benefit less from a growth in word-of-mouth connections than a larger service provider. Only if the added electronic connections are mainly local, small and larger service providers have similar effects on the penetration of word-of-mouth. The article includes a discussion of how small service providers could react to this threat.},
	keywords = {agent-based simulation, electronic word-of-mouth, local service provider, threshold model},
	issn = {1927-0321},
	doi = {http://doi.org/10.22215/timreview/783},
	url = {http://timreview.ca/article/783},
	author = {Nora Sch{\"u}tze}
}
