Communication channels and word of mouth : how the medium shapes the message
Year of publication: |
2013
|
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Authors: | Berger, Jonah ; Iyengar, Raghuram |
Published in: |
Journal of consumer research : JCR ; an interdisciplinary bimonthly. - Oxford : Oxford University Press, ISSN 0093-5301, ZDB-ID 188686-1. - Vol. 40.2013/14, 3, p. 567-579
|
Subject: | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Kommunikation | Communication |
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