AbstractMarkets undergoing fast-paced product evolution impose a significant informational demand on consumers. They may have to decide among relatively heterogeneous offers while lacking the knowledge required for a fully assessed choice of suppliers. In this case, one important information source is the social network wherein the consumer is immersed, by means of the word-of-mouth (WoM). Beyond the pure informational role, we propose that WoM is a possible cause for the significant market concentration obse…
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