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Summary of Doctoral thesis Business Administration: The impact of buzz marketing on electronic word-of-mouth (eWOM) and its effects on Vietnamese purchase intention

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The research focuses on consumer intentions for eWOM and purchase in the period of internet connection. Therefore, targeted objects are identified as individual consumers from over 18 years of age, who are currently using social networks or online communication platforms, and can independently making purchase decision (called for connected spenders). |

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