The Gods are Drinking Milk! Word-of-Mouth Diffusion of a Major News Event in India. Asian Journal of Communication, 9(1): 86-107 —- Arvind Singhal, Everett M. Rogers, and Meenkashi Sood (1999) —- http://utminers.utep.edu/asinghal/Articles%20and%20Chapters/singhal_rogers_mahajan.pdf

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