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How the Medium Shapes the Message in Marketing

Knowledge at Wharton

CHAPTER

How Speaking Versus Writing Shapes Word of Mouth

The way you construct an email is different than the device often you produce text over. Even controlling for the device, even emailing and texting on your phone, there are norms associated with one versus the other that might shape what you communicate. And so whether we're companies, whether we're consumers or whether we're other marketplace actors, it's important to understand how that medium shapes the message.

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