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More fans at any cost? Analysing the economic effects of the ratio of fans to non-fans in a customer portfolio considering electronic word of mouth

Marion Banz, Laura Grosswiele, Johannes Huber, Florian Probst. More fans at any cost? Analysing the economic effects of the ratio of fans to non-fans in a customer portfolio considering electronic word of mouth. Journal of Decision Systems, 25(3):193-213, 2016. [doi]

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Marion Banz

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Laura Grosswiele

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Johannes Huber

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Florian Probst

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