Digital word of mouth usage in the movie consumption decision process : the role of Mobile-WOM among young adults in Spain
Year of publication: |
April-June 2018
|
---|---|
Authors: | Alvarez Monzoncillo, José María ; Haro Rodríguez, Guillermo de ; Picard, Robert G. |
Published in: |
JMM : the international journal on media management. - Philadelphia, Pa. : Taylor & Francis Group, ISSN 1424-1277, ZDB-ID 2010027-9. - Vol. 20.2018, 2, p. 107-128
|
Subject: | Konsumentenverhalten | Consumer behaviour | Spanien | Spain | Virales Marketing | Viral marketing | Jugendliche | Youth | Filmwirtschaft | Film industry |
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