@article{gildin_2003,  title={Understanding the Power of Word-of-Mouth},  volume={4},  ISSN={1678-6971},  url={https://doi.org/10.1590/1678-69712003/administracao.v4n1p92-106},  DOI={10.1590/1678-69712003/administracao.v4n1p92-106},  number={1},  journal={RAM. Revista de Administração Mackenzie},  publisher={Editora Mackenzie; Universidade Presbiteriana Mackenzie},  author={GILDIN, SUZANA Z.},  year={2003},  month={Jan},  pages={92–106} }