TY  - JOUR 
AU  - Facultad de Ciencias Economicas y Empresariales
AU  - Cuesta Valiño, Pedro
AU  - Gutiérrez Rodríguez, Pablo
AU  - García Henche, Blanca
AU  - Comercializacion e Investigacion de Mercados
DA  - 2022
SN  - 0040-1625
UR  - https://hdl.handle.net/10612/21620
AB  - [EN] Traditional commerce does not have a great variety of products: it has a more leisurely sale and does not develop
impulse buying. The most important factor is the direct relationship established between the seller and the
customer, facilitating...
LA  - eng
PB  - Elsevier
KW  - Comercio
KW  - Economía
KW  - Marketing
KW  - Authenticity
KW  - Digitalization
KW  - Online shopping
KW  - Traditional retailers
KW  - WOM
KW  - Word of mouth
TI  - Word of mouth and digitalization in small retailers: Tradition, authenticity, and change
DO  - 10.1016/j.techfore.2021.121382
T2  - Technological Forecasting and Social Change
VL  - 175
M2  - 121382
ER  -