Deshappriya, K. B. V.; Bandara, B. S. S. U.
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)
Word-of-mouth (WOM) communication has been recognised as a pivotal marketing tool across diverse sectors. However, its efficacy varies significantly among these fields, leading to a notable research gap in ascertaining its ...