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1 JAPAN MARKETING JOURNAL 122 Vol.31 No.22011

2 JAPAN MARKETING JOURNAL 122 Vol.31 No.22011

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14 Arndt, Johan (1967),Word of Mouth Advertising: A Review of the Literature, New York Advertising Research Foundation. Arndt, Johan (1967),Role of Product-related Conversations in the Diffusion of a New Product, Journal of Marketing Research, 4 (August), Brown, Jacqueline Johnson and Reingen, Peter H. (1987), Social Ties and Word-of-Mouth Referral Behavior, Journal of Consumer Research, Vol.14. No.3, Dichter, Ernest (1966),How Word of Mouth Advertising Works, Harvard Business reviews, Nov/Dec, James F. Engel, Roger D. Blackwell, and Robert J Kegerreis (1969),How Information Is Used to Adopt an Innovation, Journal of Advertising Research, 9 (December), 3-8. Feldman, Sidnew P. and Merlin C. Spencer (1965),The Effect of Personal Influence in the Selection of Consumer Services, Fall Conference of the American Marketing Association, ed. Peter D. Bennett, Chicago: American Marketing Association, Gladwell, Malcolm (2000),The Tipping Point, Little Brown. Keller, Ed and Berry, Jon (2003),The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy, Free Press. Richins, Marcha L. (1983),Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study, Journal of Marketing., 47 (Winter), Rogers, Everret M. (1983),Diffusion of Innovations (3rd ed.), Free Press. Rosen, Emanuel (2002),The Anatomy of Buzz: How to Create Word of Marketing, Crown Business. Reingen, Peter H. and Jerome B. Kernan (1986), "Analysis of Referral Networks in Marketing: Methods and Illustration," Journal of Marketing Research, 23 (November), ) , pp No (141), pp , NHK 2008) Optimal Heterophily and the Impact of Word-of- Mouth 83 JAPAN MARKETING JOURNAL 122 Vol.31 No.22011

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