Consumer response to user-generated advertising : the effects of disclosing consumers as ad creators
Year of publication: |
2011
|
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Authors: | Thompson, Debora V. ; Malaviya, Prashant |
Published in: |
MSI reports : working paper series. - Cambridge, Mass., ISSN 1545-505X, ZDB-ID 2127174-4. - 2011, 2, p. 43-82
|
Subject: | Online-Marketing | Internet marketing | Kundenintegration | Customer integration | Konsumentenverhalten | Consumer behaviour |
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