A social network research paradigm for marketing : a review and research agenda
Year of publication: |
2021
|
---|---|
Authors: | Gupta, Aditya ; Saboo, Alok |
Published in: |
Marketing accountability for marketing and non-marketing outcomes. - Bingley, UK : Emerald Publishing, ISBN 978-1-83867-564-6. - 2021, p. 233-261
|
Subject: | Social network | intrafirm network | interorganizational network | network impact | network processes and mechanisms | word of mouth | Input-Output-Analyse | Input-output analysis | Soziales Netzwerk | Unternehmensnetzwerk | Business network | Virales Marketing | Viral marketing | Social Web | Social web | Netzwerk | Network |
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